STOCKHOLM, SWEDEN — As summer comes to an end and family visits slow down, Liseberg, the largest amusement park in the Nordics, is focusing on engaging the target audience of seniors. This group is typically reached through communications centered on afternoon tea dances and flower exhibitions. We 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,” said Joakim Brinkenberg, Client Director at the communication agency Welcom in Gothenburg, Sweden.
The idea, “70 is the New 17,” is brought to life in the PR-driven campaign Super Seniors campaign, 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 this year, 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 UK, was 75.25 years.
“We were overwhelmed by the response – over 200 seniors from across Sweden signed up for the chance to be part of this historic event,” added Mårten Westlund, Head of PR and Communications at Liseberg.
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 Super seniors generated e.g. 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, the Super seniors broke Liseberg’s TikTok record with 1,036,000 views.
Creative Team at Welcom
PR Strategists: Adam Wladis & Robert Johnsson
Art Director: Andreas Larsson
Copywriter: Niclas Hallgren
Creative Director: Jonas Sjövall
Graphic Designer: Madeleine Mei
Client Director: Joakim Brinkenberg
Account Director: Karin Källberg
Account Managers: Anna Cullberg & Linnea Axede
Interns: Felicia Niklasson & Henry Karlsson
