Haunted: Marketing Guide

Introduction

This Marketing Guide outlines strategies to position and promote Haunted as the must-try Halloween experience for maximum impact to drive ticket sales and revenue. 

Recommendations are broad and should be tailored to your specific venue, whether a family entertainment center, multi-attraction venue, or standalone site — as well as the needs of your local market. 

On this page:

Positioning 

Objectives 

Audience 

Phasing 

Global Channels 

Venue Channels 

Asset Delivery Timings 

Positioning  

Halloween is a significant cultural event, when customers globally seek to escape the mundanity of the everyday and step into experiences that spark fear, joy and connection with friends and family. To tap into this seasonal demand, we're launching a limited-time experience: Haunted.

We will position this as the must-do Halloween experience—unmissable, unforgettable, and something everyone will be talking about and bragging about long after the screams have faded.

Objectives 

1. Increase brand reach and awareness 

2. Increase relevance and consideration 

3. Increase ticket sale purchases  

Audience 

Diverse groups of families and friends, primarily those 13 years+ who are seeking:

• Escapism – from the routines of everyday life.

• Connection – braving something scaring together

• Social Status – a new and unique halloween activity + overcoming something together

Outside of Halloween and the ‘spooky season’ these customers may think Zero Latency or VR ‘isn’t for them’ because they’re not ‘gamers’ or ‘don’t want to experience gruesome or scary things' – however this is the one time of year they’re actively seeking these experiences – its our opportunity to reach these new audiences and drive relevance around a key cultural moment.

Phasing

	Phase 1	Phase 2	Phase 3
Timings	Mid Aug – Mid Sept	15 Sept - 2 Oct	2 Oct - 3 Nov
Goal	Drive awareness of Zero Latency and establish your venue as the destination for thrills, horror and scares ahead of Halloween.	Announce Haunted and establish Zero Latency as the destination for thrills, horror and scares this Halloween. Drive pre-bookings.	Drive urgency to visit Zero Latency this Halloween and book with limited time, limited ticket messaging.

Global Channels 

Head Office will centrally manage promoting Haunted across the flowing channels: 

• Global Website 

• Global Emails via Centralised Customer Engagement Program (Braze) 

• Global ZL Booking System 

• Paid Digital Media for venue participating in the Digital Marketing Program only

Venue Channels 

Venue's are responsible for promoting Haunted across all other channels. Below is a checklist of key channels to set-up to ensure you make the most of Haunted and Halloween bookings.

Must-Do:

• Venue Owned Websites
• Non-ZL booking Systems i.e. Peak-Pro
• Organic Social

Should-Do

• Digital Paid Media
  • Google Ads
  • Meta Ads
  • TikTok Ads
  • YouTube
• Local Influencers

Nice-To-Have

• Partnership
• Dress venue

Asset Delivery Timings 

Phase 1 Assets: 

Available here

Phase 2 and 3 Assets:

Master Assets Available: by Friday 5 September 

• Video

• Logo

• Key Visuals

• Message Matrix

Additional Assets Available: by Friday 12 September 

• Paid Digital Marketing Assets

• Organic Social Assets

• Venue Posters & Cut-Outs