INTERACTIVE

Halloween at Bled Castle

Cultural institutions are increasingly facing the challenge of attracting younger visitors who spend most of their time in a digital environment and seek interactive experiences. Vanessa Cesário's research on interactive experiences for teenagers in museums shows that young people, especially teenagers and young adults, often perceive traditional cultural institutions as outdated or irrelevant to their lifestyle, which leads to less frequent visits to historical landmarks (source: research on interactive experiences for teenagers in museums in collaboration with Portuguese museums). Bled Castle responded to this issue with a holistic campaign that combines historical heritage with modern trends, offering exciting, interactive content, which has contributed to a strong response from younger generations.

Client	ZK Bled
Service	Digital advertising Creative and design Social media Communication strategy
Team	Diana Gajić Anja Grabar Amelija Umek Alenka Mivšek
Year	2024

Holistic Approach to Attracting Visitors

The advertising campaign was strategically designed on two levels, allowing for a broader reach of the target audience. Online advertising focused on social media, where visually appealing and thematically rich content was developed to encourage interaction and engagement. The offline strategy included promotion through printed materials (billboards, etc.), targeted at key touchpoints, capturing potential visitors in physical spaces and thus increasing the event's visibility.

Creating a Mysterious Atmosphere through Visual Stories

On Instagram and Facebook platforms, we implemented a series of static ads showcasing mysterious and dark motifs from the legends of Poliksena and Hartman. Each ad was designed to evoke curiosity and spark interest in the event, while maintaining an aesthetic expression that reflects the rich historical heritage of Bled Castle. The content was focused on storytelling, positioning the castle at the heart of Halloween night, with an emphasis on mysticism and the historical narratives surrounding this iconic Slovenian landmark.

Dinamična interakcija in angažiranje mlade publike

Da bi se približali mlajši generaciji, smo izkoristili nov način oglaševanja na TikToku, ki se osredotoča na pristne interakcije. Namesto klasičnih kreativnih vizualov smo vključili resnične ljudi—vlogerje in influencerje—in jih umestili v kratke video napovednike, s čimer smo ustvarili bolj avtentičen stil. Tako smo povečali engagement in nenazadnje tudi prisotnost na dogodku.

Results:

On TikTok, the campaign achieved 375,000 impressions and generated 4,500 interactions, demonstrating the effectiveness of video content in engaging a younger audience. On Facebook and Instagram, we reached over 76,000 users, recorded more than 158,000 impressions, and received 3,500 clicks on the content. With a holistic approach across social media, the "Halloween at Bled Castle" campaign successfully increased the event's visibility, even among younger generations.