The forest
About the project
Liseberg wanted to increase awareness of Halloween and attract more young people to the park through the launch of the new horror attraction, The Forest.
services
Strategy
,
PR
,
Communication
,
Social Media
client
Liseberg
Concept
To build curiosity without revealing what was waiting in The Forest, we created a horror film inspired by the attraction's story. Influencers and journalists were then invited to an exclusive preview where their reactions were filmed with GoPro and became content for their own channels.
Impact
The campaign achieved a reach of over 36.5 million and an estimated PR value of 58.5 million SEK.
FAQ
How quickly can we get media coverage?
It depends on the news. A story that is already hot can run the same week. Becoming a source that newsrooms come back to takes longer.
Editors decide what they publish. We take care of the craft: the angle, the choice of journalist and the timing. It rests on relationships we have built over more than 20 years.
We never promise coverage. We promise that the material is well prepared and reaches the right person. If something does not land, you will know why.
Read more
How quickly can we get media coverage?
It depends on the news. A story that is already hot can run the same week. Becoming a source that newsrooms come back to takes longer.
Editors decide what they publish. We take care of the craft: the angle, the choice of journalist and the timing. It rests on relationships we have built over more than 20 years.
We never promise coverage. We promise that the material is well prepared and reaches the right person. If something does not land, you will know why.
Read more
How quickly can we get media coverage?
It depends on the news. A story that is already hot can run the same week. Becoming a source that newsrooms come back to takes longer.
Editors decide what they publish. We take care of the craft: the angle, the choice of journalist and the timing. It rests on relationships we have built over more than 20 years.
We never promise coverage. We promise that the material is well prepared and reaches the right person. If something does not land, you will know why.
Read more
Do you work on an ongoing basis or on one-off announcements?
Both, but most of the value is built over time. Media presence is a relationship, not a campaign.
A one-off announcement works when you have something concrete to say, such as a report, a launch or a decision. Then we put together the angle, the material and the media list, and go.
Ongoing work looks different. We follow your agenda, find moments where you have something to add and keep in touch with journalists between announcements. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or on one-off announcements?
Both, but most of the value is built over time. Media presence is a relationship, not a campaign.
A one-off announcement works when you have something concrete to say, such as a report, a launch or a decision. Then we put together the angle, the material and the media list, and go.
Ongoing work looks different. We follow your agenda, find moments where you have something to add and keep in touch with journalists between announcements. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or on one-off announcements?
Both, but most of the value is built over time. Media presence is a relationship, not a campaign.
A one-off announcement works when you have something concrete to say, such as a report, a launch or a decision. Then we put together the angle, the material and the media list, and go.
Ongoing work looks different. We follow your agenda, find moments where you have something to add and keep in touch with journalists between announcements. That is where most of the coverage comes from.
Read more
Does PR also help you show up in AI answers?
Yes. AI tools rely on credible sources, and coverage in established media is exactly what PR produces.
Language models care a lot about where something is said. An article in an established publication counts for more than what you write on your own site, for the same reason a journalist would rather call an independent expert.
That is why PR and visibility in AI search now go together. We track how you are mentioned in AI answers and show the change over time, so the work can be evaluated.
Read more
Does PR also help you show up in AI answers?
Yes. AI tools rely on credible sources, and coverage in established media is exactly what PR produces.
Language models care a lot about where something is said. An article in an established publication counts for more than what you write on your own site, for the same reason a journalist would rather call an independent expert.
That is why PR and visibility in AI search now go together. We track how you are mentioned in AI answers and show the change over time, so the work can be evaluated.
Read more
Does PR also help you show up in AI answers?
Yes. AI tools rely on credible sources, and coverage in established media is exactly what PR produces.
Language models care a lot about where something is said. An article in an established publication counts for more than what you write on your own site, for the same reason a journalist would rather call an independent expert.
That is why PR and visibility in AI search now go together. We track how you are mentioned in AI answers and show the change over time, so the work can be evaluated.
Read more
