Seize the day
About the project
By breathing new life into a much-mocked generational symbol, Gröna Lund made the amusement park relevant for the 40-plus crowd again.
services
PR
client
Gröna Lund
Background
To get more 35–55-year-olds to visit Gröna Lund as more than just accompanying parents, we took inspiration from a common cultural reference: the Carpe Diem tattoo.
The motto that once symbolized the zest for life has over the years acquired a bad reputation and become one of the most common tattoos to get laser-removed. At Gröna Lund, the idea of seizing the day lives on. Therefore, everyone with a Carpe Diem tattoo received free admission and free rides all summer long.
Results
The campaign achieved a reach of 13.7 million, generated an estimated PR value of 17.5 million SEK, and increased the target group's intention to visit by 19 percent. Expressen's TikTok about the initiative received 2.2 million views and became the channel's fourth largest news story in 2025.
