Eloise Asylum: Fueling Year-Round Excitement for Michigan’s Haunted Landmark

As summer kicked off, Eloise Asylum—a historic Michigan destination known for its Escape Rooms, Paranormal Investigations, and Historic Tours—saw an opportunity to expand its reach beyond seasonal surges. With an eye on building year-round engagement, Eloise partnered with Media Genesis to launch a full-scale digital marketing campaign designed to drive awareness, conversions, and long-term growth.

The Challenge

Eloise needed a digital strategy that could do more than just promote its popular fall attractions. The goal was to establish consistent visibility, attract high-intent visitors during the quieter summer months, and create scalable momentum heading into the peak Haunt Season. This required smart segmentation, multi-channel coordination, and performance tracking across a complex web of digital platforms and third-party ticketing systems.

The Approach

We began with a multi-phase media plan anchored in Meta advertising (Facebook and Instagram), where we deployed audience-specific creative across several key segments: previous visitors, lookalike audiences, competitor fans, and new interest-based groups. Every segment received tailored messaging based on funnel stage and intent, while clean remarketing pools were established for future use.

To broaden reach and diversify acquisition, we expanded beyond Meta with a coordinated campaign rollout across Google Ads, Reddit, Spotify, TikTok, and AudioGO. Each platform played a strategic role—some building brand discovery, others driving conversions. Conversion tracking and eCommerce integration were set up across all digital properties to ensure every action could be measured and optimized.

By July, performance data informed a round of strategic refinements. We introduced Google Paid Search with a focus on local and high-intent keywords like “escape rooms near me” and “haunted escape rooms in Michigan.” We also activated Yelp Ads and optimized more than 70 local directories to support map and search visibility—particularly for spontaneous planners and mobile users.

As August approached, sold-out Historic Tours signaled that our audience-building efforts were working. We reallocated attention to sustain Escape Room and Paranormal Investigation momentum, using conversion metrics to build high-value audience profiles and roll out re-engagement campaigns designed to increase customer lifetime value.

Meanwhile, we quietly began preparations for fall. This included tightening eCommerce UX, aligning platform messaging, and refining value-based conversion strategies—all while continuing to grow remarketing pools and behavioral insights.

The Outcome

From June through August 2024, Media Genesis helped Eloise reach more than 13,700 unique users and directly drive over 400 ticket and group sales. More than just short-term wins, the campaign laid the groundwork for long-term success:

• Optimized performance across Meta, Google, Yelp, and emerging channels
• Stronger visibility in local search via directory and GBP optimization
• Fully built remarketing infrastructure to scale future seasonal campaigns
• Reduced acquisition costs through smarter segmentation and ad refinement

Eloise entered Haunt Season with a larger digital footprint, sharper targeting tools, and a clear path for converting curiosity into ticket sales.

Why It Matters

Seasonal destinations like Eloise Asylum don’t just need traffic—they need the right traffic at the right time. Our strategy turned summer into a launchpad for fall, proving how thoughtful audience development and channel coordination can transform awareness into revenue. With a more agile and data-driven marketing ecosystem in place, Eloise is better positioned to thrive across all seasons—not just October.

Let’s Talk

Looking to stretch your seasonal traffic into year-round results? Let’s build a strategy that works just as hard as you do. Contact Media Genesis today and let’s get started.