Elderly woman looking up at something out of frame

The Super Seniors

About the project

Liseberg wanted to challenge stereotypical perceptions of the elderly and show that the amusement park is for everyone. Through a PR-driven campaign, a record attempt was created that put ageism in the spotlight.

services

Strategy

Communication

client

Liseberg

Elderly people laughing on a roller coaster

Concept

With the Super Seniors, we invited retirees over 70 to try to break the world record for the highest average age on a roller coaster. Out of over 200 applicants, 18 participants were selected for the record attempt on Valkyria, where their stories and personalities became an important part of the campaign.

Impact

On September 3, the ride was completed with an average age of 80.1 years, a new world record. The campaign generated 48 press clippings, live broadcasts on TV4 and P4, as well as international attention in media outlets such as Vogue and PR Week. In social media, the campaign reached over 1.6 million organic views and nearly 126,000 likes.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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