Lincoln Hotel


Lincoln Hotel was the fictional setting for the 2015 ‘Suburban Horror Story’ haunted house – a special event held over two nights in late October. The physical location was a building called the Lincoln Center, which dates back to 1867.


Rather then market the event as a haunted house, a campaign was developed around the reopening of the Lincoln Hotel. A complete brand and marketing campaign was developed for the hotel, all with subtle clues as to the true nature of the event.

The campaign was so successful at weaving a convincing story, people even visited the local library to research the history of the hotel.


Increase in participation in 2015


Increase in revenue in 2015

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