The Jack O' Lantern 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.

The new branding for The Jack O’ Lantern Spectacular 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?

You bet your gourd he did.

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.

A Gourd Time Was Had by All

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. 🖤