We decided to invite the public to the world’s longest ghost parade. In addition, the Paddan boat was transformed into a ghost ship, with actors in spooky costumes, enhanced by music, smoke machines, and lighting. Visitors could also get their own ghost makeup to join the parade. The result? Multiple mentions in Göteborgs-Posten and public service media, a total reach of 14 million, and a new world record – with 4.2% more ghosts than the previous record.

This campaign successfully revitalized interest in Gothenburg’s city centre, attracting families and individuals eager to experience the city’s unique offerings.