This literally was a dream project for the Efteling, the largest theme park in the Netherlands and one of the oldest theme parks in the world. Efteling caters to both children and adults with its cultural, romantic and nostalgic themes and variety of amusement rides.
For the winter period in which the park is also open late at night, Efteling wanted something special to attract both regular as well as new visitors.
I was the lucky basterd, given the pleasure to dive into the fantasy world of famous illustrator Anton Pieck and theme park innovation-ideation, to lead concept & campaign development, for what became “The Incredible Illusions after Sunset.
We created three new attractions, using interactive installation, motion and sound detection and projection mapping techniques, to treat visitors with an impressive spectacle and extension of the experience of the main Efteling attractions. In social media, banners, blogs, and print the images of the illusions were used to promote the winter edition of the park, with new magical illusions, starting after sunset. A special teaser video was sent out to press, ambassadors and fan sites to invite them the opening night resulting in extensive media coverage on TV, radio and online. But more importantly visitors and true fans, loved the new adventures that magically, enhanced the original storytelling of the attractions, and overall park experience.
To be able to work in a world of wonder is a total fantasy, and right up my alley. After the “Incredible Illusions after Sunset”, I was asked to further develop concepts and enhancements of the theme park’s existing attractions and marketing-communication. Which got me in the position to work directly with the complete creative internal department, and marketing department. Dreams come true, we just got to keep imagining.