HALLOWEEN CAPITAL OF CANADA
Burnaby Halloween Festival
A month long destination campaign across attractions, events, contests, family experiences, and seasonal activations throughout Burnaby.
Website traffic
ROLE
Creative Marketing & Social Media
TIMELINE
September - November 2025
13.6M+
Impressions
230K+
$10.8M+
Economic impact
The Burnaby Halloween Festival is a month-long destination festival that transforms Burnaby into a city-wide Halloween experience. Throughout October, the festival brings together family-friendly attractions, immersive experiences, decorating contests, seasonal markets, live entertainment, and community events across multiple neighbourhoods.
In 2025, the festival welcomed more than 97,000 attendees and generated over $10.8 million in economic impact, attracting visitors from Metro Vancouver, British Columbia, Alberta, and the Pacific Northwest.
As one of the festival's primary marketing channels, social media played a key role in inspiring visitation, building anticipation, and showcasing the unique experiences taking place throughout the month.
THE CHALLENGE
APPROACH
RESULTS
Unlike traditional events that take place over a single weekend, the Burnaby Halloween Festival spans multiple weeks, venues, and experiences. The challenge wasn't simply promoting one event - it was creating sustained excitement throughout the entire season while encouraging visitors to discover new experiences across the festival.
With dozens of attractions, contests, and activations competing for attention, the content strategy needed to balance timely event promotion with storytelling that captured the atmosphere, community spirit, and excitement of Halloween in Burnaby.
I took a content-first approach that showcased the atmosphere, scale, and community behind the Burnaby Halloween Festival. The objective was to create social content that inspired audiences to experience the festival while maintaining excitement across multiple weeks of programming.
My role combined strategic content planning with hands-on production across Instagram, Facebook, and TikTok. This included producing on-site photography and video, editing short-form content, publishing in real time, managing community engagement, and coordinating content from creators, ambassadors, photographers, and event partners. I also reviewed collaborative content to ensure it aligned with the festival's visual identity and campaign messaging before being amplified across official channels.
By balancing planned storytelling with agile, real-time content, the campaign maintained a consistent social presence and highlighted the experiences that encouraged audiences to visit, participate, and share the festival themselves.
The campaign generated 13.6 million impressions, reached nearly 2 million people, and drove 230,000+ website visits, helping attract 97,000+ attendees and contributing over $10.8 million in economic impact during the 2025 festival season.
