Ocean Park reimagines HK's scariest urban legends of the 1980s

Ocean Park is igniting visitors’ imaginations about Hong Kong’s scariest urban legends of the 1980s with its latest Halloween campaign.  

Also known as “Ocean Park Halloween Fest 2024: Horrors of the Hidden City”, the campaign aims to immerse visitors in a spine-chilling realm of horror and excitement, while encouraging them to partake in a unique Halloween experience at Ocean Park.  

Running from 27 August until 3 November, the campaign targets brave souls and thrill-seekers of all ages, including families, friends, and horror enthusiasts eager for an unforgettable adventure filled with urban legends and ghostly encounters. 

For non-horror enthusiasts, this year's Halloween festival introduces unforgettable moments with 10 incredible performances to enhance their exciting journey. 

Done in collaboration with local creative agency The Bread Digital and media agency Dentsu X, the campaign launches with a gripping teaser video introducing the haunting narrative of the "Cooking ghost mother."  

This chilling video combines suspenseful visuals and eerie soundscapes, enticing viewers to delve into the spine-tingling stories behind each haunted attraction. 

Following the video release, Ocean Park initiated a thematic social media campaign, starting with unbranded engagement through local influencers on Threads.  

This was complemented by the launch of the teaser video and a countdown series revealing the haunted attractions and performances, building anticipation as the event approaches. 

This year’s Halloween campaign is designed to create a buzz that captivates and engages visitors both online and offline, according to Franklin Law, marketing director, Ocean Park Corporation. 

“By blending immersive storytelling through video ads, off-site activations, social media engagements, exclusive members’ sneak peeks, KOL collaborations, and leveraging a wide range of digital touchpoints, we aim to transform the Halloween Fest into a memorable journey into the heart of Hong Kong's haunted legends,” he added. 

Ocean Park will partner with both local and international influencers to participate in exclusive previews of the haunted attractions. “Their engaging content will not only showcase the excitement of the event but also extend our reach to a wider audience, adding authenticity to the campaign,” Law added. 

To amplify the campaign reach, Ocean Park's annual membership holders will receive an exclusive invitation to a preview event, allowing them to be among the first to experience the Halloween Festival. Additionally, members will enjoy special discounts on membership renewals and combo tickets for the haunted attractions. 

When it comes to off-site experiences, Ocean Park will collaborate with local shopping malls to recreate the atmospheric essence of this year’s Halloween Fest.  
This includes themed photo booths and interactive zones at Hysan Place, as well as roving day tours in various malls, bringing the excitement of the Halloween Fest directly to the community and enhancing public engagement. 

To engage a wider audience, the campaign is promoted via various digital channels including social media, programmatic, search, email marketing and targeted ads. Programmatic digital out-of-home ads will be displayed at MTR stations, as well as video ads on YouTube, Instagram, Facebook and malls. Social media engagement on Threads, Facebook, Instagram, WeChat, Weibo, XHS and Douyin will also be leveraged.   

Law added, “This year, we invite guests to immerse themselves in Hong Kong's chilling legends through 6 haunted attractions and 10 incredible performances that promise to be the talk of the town. Whether you seek heart-pounding scares or family-friendly fun, there’s an adventure for everyone. Join us as we explore the city’s darkest tales and create unforgettable memories together!”

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