The goal of this campaign is to attract a younger tourist base to Houghton Lake, Michigan. With Houghton Lake having a lot of 80's architecture left up, attractions like roller rinks, retro mini golf, the concept was to turn this supposed weakness of a lack of modernization on its head. By turning it into a mystery spot trapped in the 80's this campaign hopes entertain with a campy sense of humor. The reasoning behind this concept 80's fashion and retro aesthetic are trendy among young adults 16-24 years old.
Poster campaign
Instagram Ads
Landing page
Billboard campaign
Merch
