 partnered with VIA Studio to help this small-but-mighty non-profit market their two biggest fundraisers: the massively popular 

Between marketing two large-scale events with a non-profit budget during the holiday season, navigating the unpredictability of consumer behaviors in a pandemic, and bridging the gap between Halloween and winter holiday audiences, VIA was in for a challenge.

Through deep collaboration with Parks Alliance of Louisville, the VIA team crafted and executed a comprehensive, flexible, thorough, and successful marketing strategy.

With only 2.7% of gross revenue spent on marketing, this is significantly lower than the B2C industry average that falls between 5-10%.

While the primary goal was to increase ticket sales, one of the biggest secondary goals was to create a connection between Jack O’ Lantern Spectacular (JOLS), Winter Woods Spectacular (WWS), and Parks Alliance of Louisville (PAL). We knew that connecting the three audiences would drive year-round awareness of PAL.
VIA settled on these goals in 2021:

1. Communicating that the events were happening and JOLS transition back to walk-thru

2. Adapting to a pandemic-affected media landscape

3. Utilizing the JOLS audience to help grow WWS fans

4. Driving email newsletter sign-ups for PAL to integrate audiences 

Tucked away in the majestic woods of Iroquois Park, JOLS and WWS needed a strategy that would increase awareness, attendance, and connect audiences — all while outperforming 2020’s performance — the year VIA grew PAL’s digital audience by 22%.

Let’s take a closer look at the marketing tactics we implemented.

 We took advantage of the opportunity to reach potential customers on the go and created promotional print pieces, transit boards, billboards, and more.

 Working with amazing media partners, we created video spots that featured on broadcast and streaming television — and in digital ads.

We launched an integrated marketing campaign and remarketing campaign to increase the number of tickets purchased across a number of strategically-targeted demographics and geo-locations.

We teamed up with streaming and audio services like AudioGo to stream audio ads and targeted “over the top” (OTT) video streaming ads.

We took PAL’s expanding email list and consolidated their audiences into a single, opted-in Mailchimp list so they can communicate year-round with a robust audience of park fans.

We launched organic and paid campaigns in an effort to deepen engagement with existing audiences, while enhanced targeting and audience expansion grew their reach.

 In-depth insights into our audience and the ability to implement analytics and precise attribution at every step of the customer journey allowed us to use a relatively small advertising budget to maximum effect.

In addition to creating a marketing strategy, our team utilized fly-through drone footage which we edited into shorter, more engaging clips to run Instagram and Facebook Story ads and use for organic social.

Through strategic use of analytics, remarketing, and attribution, we were able to utilize a relatively small ad budget in the most effective way and continue to increase ticket sales year-over-year. In more ways than one, this knowledge was invaluable to our partners at Parks Alliance of Louisville, primarily because it allowed them to deepen their understanding of the communities they serve.

Calling the performance successful is an understatement — it was spectacular.

There was a strong return on ad spend (ROAS) of 35x, with only 2.7% of gross revenue spent on marketing which is significantly lower than the B2C industry average that falls between 5-10%.

We set a record high for Jack O’Lantern Spectacular as they saw their highest attendance and revenue to date

, with Winter Woods growing as one of the must-do winter events in a busy Louisville.

We grew ticket sales across almost all age demographics, with an overall increase of +318% in total ticket sales and +80% increase in out-of-state sales. Video performance on social media was outstanding. We saw hundreds of directly-attributed sales, over 800 shares, and a 15% click-through rate (CTR).

Overall, Parks Alliance of Louisville saw a 38% increase from 2020 in their digital audience of social media and email subscribers.

Marketing large events with small budgets is a challenge, but the VIA team finds innovative and strategic approaches to make results happen. We’re excited to develop a marketing strategy for the events in 2022, but before then, stay tuned for more work that’s coming soon with the great folks at Parks Alliance of Louisville — and this time it’s branding work.

“Working with state-of-the-art videographers allowed us to capture and showcase the scale, depth, and detail of these amazing experiential events.” - Ben, Director of Strategy 

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Jack O'Lantern Spectacular + Winter Woods Spectacular

Carving out a new brand for a beloved and magical event.

Louisville’s Jack O’ Lantern Spectacular is the region’s must-see Halloween event and the largest annual fundraiser for the Parks Alliance of Louisville. Since 2013, it has carved out a massive following, drawing 100,000+ visitors in just 30 days and selling out most nights. 

But while the event glowed with magic, the brand hadn’t quite caught up. So, we reached into our years of experience marketing the event and scooped out fresh audience insights that gave the brand new life with an identity that feels as unforgettable, spirited, and family-friendly as the event itself.

Introducing Jack: Pumpkin Spice and everything fright.

 digs deep into the graveyard of animation history to resurrect a style that’s as haunting as it is heartwarming: the rubber-hose cartoon era of the 1920s and ‘30s.

With his bendy limbs, big-eyed grins, and boisterous charm, Jack — the event’s pumpkin-headed mascot — feels alive, approachable, and ready for fun. His vintage look brings a spirited mix of nostalgia and whimsy to the event, which is perfect for families with little goblins in tow. By conjuring a mascot straight from a bygone pumpkin patch, the new design captures that classic Halloween vibe without ever tipping into true terror. It’s spooky, not scary. Mischievous, not monstrous. And more "Boo!" than "AHHH!."

It's a direction that works like a charm (or maybe a hex?) because it walks the line between eerie and endearing. (Just like the event itself!) Plus, this throwback style connects generations: it’s a treat for grown-up ghouls who recognize the retro roots, and a delight for kids who see a friendly face in a ‘haunted’ place. Altogether, the new branding makes sure the Jack O’ Lantern Spectacular delivers exactly what it promises: a glowing good time for all. 🎃👻

Jack be nimble, Jack be bold, Jack sold tickets by the truckload.

Jack may be all smiles, but don’t let that charming carved grin fool you. Even a pumpkin-headed hero has goals, and his were no small feat: boost ticket sales, move more merch, and draw in fresh faces from beyond the Louisville city limits.

So… did our little lantern legend deliver?

In 2024, Jack O’Lantern Spectacular’s attendance rose by 6%, and merchandise sales lit up like a haunted hayride on Halloween night. By pairing a classic, spooky vibe with the kind of magic only this event can bring, we crafted a brand that thrilled longtime fans and bewitched new audiences alike.

This frightfully fun rebrand helped cast a powerful spell—leading to record-breaking ticket sales, jaw-dropping RoAS (65x!), more hotel stays, and a merch booth that was practically haunted by eager shoppers. Best of all? We didn’t just grow a brand, we grew a cult following. One that comes back year after year, bewitched by the spooky, spirited joy of Jack. 🖤

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