Senior thrill seekers set world record adobo Magazine [Video]

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STOCKHOLM, SWEDEN — As summer comes to an end and family visits slow down, Liseberg, the largest amusement park in the Nordics, is focusing on engaging the target audience of seniors. This group is typically reached through communications centered on afternoon tea dances and flower exhibitions. We wanted to change the perception of how older adults are viewed in advertising and communication.

“Many seniors are pleasure seekers with high expectations for entertainment and excitement – and they’re certainly not afraid of a challenge,” said Joakim Brinkenberg, Client Director at the communication agency Welcom in Gothenburg, Sweden.

The idea, “70 is the New 17,” is brought to life in the PR-driven campaign Super Seniors campaign, centered around a world record attempt designed to attract media attention.

“With no media budget, we needed a creative concept with strong PR potential that could generate multiple media opportunities,” says Mårten Westlund, Head of PR …