During the COVID-19 pandemic, traditional Halloween Haunts were forced to cancel, prompting the producers behind Winter Fest OC to create an innovative drive-thru experience for Southern Californians to enjoy the Halloween season. The Brand Amp was brought on to promote Urban Legends Haunt through a robust local public relations campaign.

The Brand Amp developed a comprehensive outreach strategy to secure earned broadcast, print and online media coverage for Urban Legends Haunt throughout Southern California. The team conducted consistent proactive outreach beginning two months prior to opening and continuing through the events’ month-long run. To reach a broad audience, TBA focused on securing on-site TV morning show segments during opening week, organized ticket giveaways with hyper-local bloggers and Haunt community influencers, as well as coordinated a VIP opening night for media, influencers and celebrities to help increase awareness and event attendance.

As a direct result from proactive media outreach efforts, The Brand Amp generated over 250 media placements and 1.6 billion total potential impressions. Six broadcast stations covered live segments from Urban Legends during opening week, sharing the event with a diverse audience. In addition, consistent print and online media coverage from top outlets such as ABC, CBS/KCAL, NBC, FOX, KTLA, Telemundo, Spectrum News, The Daily Pilot (LA Times), Orange County Register, Timeout, Los Angeles Magazine, Locale Magazine, and many more resulted in Urban Legends selling out nightly during its full 28-day run.