Liseberg, the largest amusement park in the Nordics, has announced that it is focusing on engaging the target audience of 'Seniors'. According to the park, this group is typically reached through communications centered on afternoon tea dances and flower exhibitions; however, it wanted to change the perception of how older adults are viewed in advertising and communication.
"Many seniors are pleasure seekers with high expectations for entertainment and excitement — and they're certainly not afraid of a challenge," says Joakim Brinkenberg, Client Director at the communication agency Welcom in Gothenburg, Sweden.
According to the agency, the idea '70 is the New 17', is brought to life in the PR-driven campaign 'Super Seniors' campaign, which is centered around a world record attempt designed to attract media attention.
"With no media budget, we needed a creative concept with strong PR potential that could generate multiple media opportunities," says Mårten Westlund, Head of PR and Communications at Liseberg.
Earlier in 2024, Liseberg called for adventurous seniors to join an attempt to break the world record for the highest average age on a roller coaster. The previous record, set in 2003 at Blackpool Pleasure Beach in the United Kingdom, was 75.25 years, the park says.
"We were overwhelmed by the response: Over 200 seniors from across Sweden signed up for the chance to be part of this historic event," adds Westlund.
According to the park, on a crisp autumn day, these brave seniors boarded Valkyria, Europe's longest Dive Coaster, and smashed the record — achieving an average rider age of 80.1 years.
The park concludes that the 'Super Seniors' generated three live segments on national TV and approximately two hours of live broadcasting from the amusement park on two regional stations of Sweden's national public radio broadcaster. Additionally, they broke Liseberg's TikTok record with 1 036 000 views.
For more information, visit www.welcom.se. You can also follow Welcom on Facebook, LinkedIn, or on Instagram.
*Image courtesy of contributor