Disney Parks and Resorts has set up a haunted hotel reception in downtown Montreal to promote summer trips to Walt Disney World in Florida.

The OOH installation, located at the Peel Street and René-Lévesque Boulevard intersection in downtown Montreal, is based on “The Twilight Zone Tower of Terror Hotel” at Walt Disney World. It features a hotel reception, makeshift elevator, two bellhops, some special effects and other surprises for passersby.

“We knew from our market insights that people living in Quebec love thrill rides and index higher on them than their counterparts elsewhere,” says Marlie Morrison, managing director, marketing and sales, Walt Disney Parks & Resorts Canada.

The installation is part of a larger campaign in Quebec that includes billboards, bus shelter posters, radio ads and television spots to attract people to Disney World in the summer time.

“The Quebec market, and in particular in Montreal and Quebec City, are really important to our summer attendance from Canada,” says Morrison.

In Quebec, the majority of Disney’s advertising is concentrated on April and May as this is when families decide upon their summer travel plans.

Disney has done executions of this nature before, but this is the first time an installation has been supported by a television ad spot. The Terror Hotel attraction has also drawn publicity from local TV crews that have done segments based on the installation.

Disney collaborated on the project with Carat, who lent strategic instruction on the media buying side of things, while Montreal-based creative agency Brad provided executional and creative ideas. Montreal media company Quebecor meanwhile built the Terror Tower installation.

The four week campaign began last week and runs until the end of May.

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