Busch Gardens is a nice place to visit. Come Halloween time, when theme parks are filled with mazes and zombies, that nice reputation was a challenge. It takes the promise of big name scares to bring in the horror fans.
And for horror fans, all of the big-name movie monsters were licensed by the competition. Instead of using a chainsaw against them, we created new name monsters every year to keep the scares fresh.
Our fully integrated campaign, featuring conjoined serial killers, a 3,000-year-old bloodsucking fashion designer and a demonic garden, helped the park break records for attendance each year. Sometimes, even nice places finish first.