At Liseberg, they are now focusing on a completely new age group: 70-plus people. In connection with the launch of a new roller coaster, they are calling for “super seniors” who feel compelled to try the new attraction.
– We have received a lot of attention during the day, says Mårten Westlund who is PR and communications manager at Liseberg, to News24.
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The new campaign is not entirely obvious. Older people often suffer from various health problems, something that Liseberg addresses in his press release “Liseberg is looking for daredevil super seniors for record attempts in Valkyria”. There, the amusement park writes that it is particularly important that those applying do not have or have had “heart problems, osteoporosis or neck and back problems”.
– There is no upper age limit in other attractions, and the same rules apply here. You must certify yourself that you are in good health.
He thinks that marketing for roller coasters is often undeservedly aimed at a younger target group.
– Roller coasters are often communicatively aimed at younger people, which we think is undeserved. It sometimes happens that older people ride these courses, if they get a whim. We want to challenge older people to try.
Westlund at Liseberg refers to research that shows that people feel good from a suitable dose of adrenaline, and believes that roller coasters should also be marketed to the elderly.
– Research shows that adrenaline makes you feel good.
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The idea to call for “super seniors” comes from a record broken in Blackpool in 2003. There, a roller coaster at the Blackpool Pleasure Beach amusement park in Great Britain had an average age of 75.25 years.
– Today, there is also a lot of talk about older people who work longer, and about ageism, says Westlund, to Nyheter24.
The roller coaster is called “Valkyria” and is 47 meters high with a maximum speed of 105 kilometers per hour. For those who dare, the ride will last one and a half minutes. The record attempt will take place on September 3.
Considering last year’s fatal accident at Liseberg’s counterpart in Stockholm, the amusement park Gröna Lund, it may seem risky with a campaign that targets a physically weaker person. Despite this, Westlund is not worried.
– We will have doctors on site, says Westlund and points out once again:
– It is important that you are in relatively good spirits.