Tour of Terror
A marketing effectiveness case study
overview
Tour of Terror is a seasonal haunted house located on the grounds of a decommissioned Nike Missile Base in Wheeler, Indiana. While the site typically functions as a paintball and airsoft facility, it transforms into a military-themed haunted attraction on weekends in October. Despite running for five years, the event struggled with low visibility and flat ticket sales. In 2018, we were tasked with building awareness and increasing attendance, using the same $8,000 budget the client had used unsuccessfully the year before.
objectives/ GOALS
Our primary goal was to drive regional awareness of the haunted attraction among Northwest Indiana residents, encouraging them to choose a local experience over traveling to more established haunts in Illinois or Michigan. Success was defined by increased ticket sales, with secondary metrics including ad engagement and brand consistency across channels.
services
To overcome the challenges of a remote location, limited brand recognition, and ad content restrictions, we implemented a strategic multi-channel awareness campaign using cost-effective tactics:
Paid Social Media Advertising:
Creative content that adhered to platform guidelines while emphasizing the haunt’s military theme.
Google Display and YouTube Pre-Roll Ads:
To build visibility and drive clicks.
Direct Mail Campaign:
Targeting households within driving distance.
Electronic Billboards:
To catch attention along high-traffic routes.
We also developed a unified visual identity across all campaign assets, establishing a clear and consistent call to action—something the client had never had in previous years.
results
The campaign delivered a dramatic improvement in performance:
76.8% increase
Ticket sales rose from 759 in 2017 to 1,342 in 2018, a 76.8% increase.
This growth was achieved with no change in budget or operating days.
The brand gained regional visibility, establishing a foundation for continued momentum in future years.
Key Takeaways & Lessons Learned
What worked
A multi-channel approach that focused on reach and repetition across digital, print, and outdoor media proved especially effective in overcoming geographic and brand awareness challenges.
Creative Constraints Sparked Innovation
Tight content restrictions forced us to be highly intentional and strategic with imagery and messaging.
Strategic Positioning
We carved out a clear niche in a saturated market by highlighting Tour of Terror’s unique military theme.
Expertise Matters
With no ability to redesign the website or rely on high-quality creative assets, our success came from smart targeting, budget discipline, and message consistency.
conclusion
With a strategic focus on budget-friendly awareness tactics and consistent messaging, we turned an overlooked local attraction into a must-see Halloween event. The 76.8% increase in ticket sales proves that even with creative limitations and a modest budget, clever marketing delivers scary great results.