L+R and Playland brainstormed ways to increase engagement, interest, and attendance to Playland Park over the summer of 2022. The Photo Memory Contest offered an opportunity to highlight new and updated features to improve the guest experience this summer, including new rides, a new arcade, and a new plaza, positioning them as the first phase of the historical reconstruction. The contest not only received a lot of lovely, touching feedback, but also resulted in an uptick of user-generated content for the week.
The collaboration by L+R and Playland resulted in ideas to execute a community-driven campaign for their summer 2022 season that encapsulated the nostalgia of the park and generated compelling content from the community. This campaign cultivated relationships with key local and national press to keep Playland at the top of mind for ongoing editorial opportunities while setting the stage for Playland’s long-term business goals and anticipated pipeline of announcements.
The result of the campaign was overwhelmingly positive. Submissions from over a dozen counties totaled over 500 entries and garnered nearly 40,000 impressions. The community came together to reminisce memories of their childhood Playland visits and drew a record number of people to the park in the summer of 2022.