Annual Halloween Haunt

(W)right On re-launched the Queen Mary’s annual Halloween Haunt as Dark Harbor

The Opportunity

The Queen Mary was the site of an annual Halloween Haunt called “Shipwreck” for 14 years. After delivering the same frights to thrill-seekers year after year, this historic vessel needed a fresh way to scare those who dared board the ship and compete with Universal Horror Nights and Knott’s Scary Farm.

The Solution

In 2011, the ship rebranded the event as Dark Harbor and selected WOC to help the event stand out in the crowded LA-Orange County haunt market. WOC created a launch press release patterned after a graphic novel, and relied on the renderings to tell and sell the story.

The Results

For the 2011 Dark Harbor event, WOC produced an estimated:

  • 291 million media impressions
  • $874,000 in earned media
  • $2.6 million equivalent editorial value