Burnaby Halloween Festival 2025
Building digital excitement for a month-long, city-wide Halloween festival, and giving dozens of events and partners their moment in the spotlight.
- Client
- Tourism Burnaby
- My role
- Creative Marketing & Social Media
- Timeline
- September – November 2025
- Platforms
- Instagram, Facebook, TikTok
- 13.6M+
- Campaign impressions
- +38%
- Campaign engagements, year over year
- +66%
- Festival website page views, year over year
- $10.85M
- Estimated festival economic impact
Campaign-wide figures from Tourism Burnaby’s 2024 and 2025 festival reports, reflecting the full festival marketing effort.
At a glance
Challenge
Keep a month of events across many venues feeling like one exciting festival, while giving each partner visibility.
Approach
Planned promotion paired with real-time, on-the-ground storytelling that showed the full range of experiences.
Result
13.6M+ campaign impressions, website sessions doubled year over year, and nearly 40K link clicks from social.
01
The challenge
The Burnaby Halloween Festival turns the whole city into a Halloween destination for a month, with attractions, live entertainment, cultural programming, contests and community events spread across neighbourhoods and venues.
Unlike a weekend festival, the experience unfolds over the entire season. The marketing had to hold one consistent festival identity, give individual attractions and organizers real visibility, and share practical information, all while capturing the atmosphere that makes people want to go.
02
My approach
I joined Tourism Burnaby as the festival entered its peak promotional period and took on its social and creative execution through October.
Real-time storytelling
On-site photography and video at festival events, edited into short-form content while the moment was still fresh.
Showing the full range
Content that moved between family-friendly attractions and immersive, after-dark experiences, so every audience saw itself in the festival.
Partner coordination
Worked with event organizers and contributors to keep assets on brand and give each partner visibility.
Publishing & community
Managed the publishing schedule and community engagement across Instagram, Facebook and TikTok.
03
Results
Campaign, 2024 vs 2025
| Metric | 2024 | 2025 | Change |
|---|---|---|---|
| Campaign-wide engagements | 51,082 | 70,607 | +38% |
| Festival website page views | 137,199 | 230,881 | +66% |
| Website sessions | 81,978 | 164,097 | +100% |
| Website users | 65,084 | 137,735 | +112% |
| Facebook impressions | 1.18M | 1.97M | +67% |
| TikTok video views | 124,722 | 251,810 | +102% |
Festival social channels, Sept 1 – Nov 15, 2025
Social didn’t just build awareness; it sent people to the festival website to plan their visits.
- 2.0M
- Facebook views
- 640K
- Facebook viewers
- 34.4K
- Facebook link clicks
- 571.7K
- Instagram views
- 130.2K
- Instagram accounts reached
- 5K
- Instagram link clicks
I joined the team partway through the campaign, after some promotion had already begun. These results reflect Tourism Burnaby’s full festival marketing effort; my contribution centred on social media and creative communications during the peak promotional period.
Featured content
@burnabyhalloween on Instagram ↗
04 · Takeaway
Destination marketing works best when it connects many experiences into one story that makes people want to explore.