Who you gonna call?

Ghostbusters attraction launch

After countless phone calls to editors, journalists, bloggers and writers, I knew there would be the feeling of fulfilment at the end of it all.

Yesterday after work, I attended and assisted at the Ghostbusters film premiere and attraction launch at Sunway Lagoon. The event was targeted at media; with forty individuals from varying news outlets as well as a number of guests in attendance. My team, called the ‘Elite’ team, all rocked up early to assist with the set-up of the registration desk and practice our ushering duties and route. My role was to usher media attendees from the registration desk to the café where refreshments and dinner was waiting for them. This involved a lot of walking in the humidity and heat, up and down stairs; but exercise is exercise!

Throughout the first hour, I primarily walked around, enduring the drizzling rain which offered no relief from the sticky, sweaty air. However, after the media had enjoyed a snack and some networking, I had to direct them to the entry of the new attraction. A few media who I ushered walked up to the entrance with a shocked looking expression, some saying “do I have to walk through that? On my own?!” The response was quite entertaining, although I did not envy them. The theme park management had gone all out, with at least ten staff of their own assisting just with ushering. Furthermore, as soon as I was in a reasonable proximity to the attraction, the Ghostbusters theme song could be heard booming through the speakers. I heard this song on an endless replay at least twenty times that evening.

After all of the media had been directed to the attraction, they listened to a few speeches from key people including Sunway Lagoon's Managing Director and the CEO of the entertainment company who helped to create the attraction. Afterwards, the media enjoyed a marching band and special effects show inside the attraction. I managed to see most of the marching band, with ghosts dancing about and the Ghostbusters team at the scene. Following the show, the media ventured through the 10-15 minute attraction (which I politely declined to enter due to being too afraid!). Instead, I waited outside near the

Sunway Lagoon

exit of the ride and listened to the loud screams every time a group finished the journey through the attraction.

Once the media had all experienced the Ghostbusters Adventure Live!, Sunway Lagoon's General Manager posed for photographs outside the attraction doors. They had parked a Ghostbusters car outside the attraction and had the four “pretend” Ghostbusters actresses posing to help the media get the perfect shot. There were also interview opportunities for the media to speak with Sunway Lagoon's General Manager and a chance to take ‘mock-up’ pictures of the attraction in action. The evening concluded with the Malaysian film premiere of Ghostbusters at the nearby cinema, which due to my exhaustion I skipped.

Observing my GO colleague's friendly conversation with media and saying things like "it's been too long [since I have seen you]," makes me realise the importance of maintaining good relations with my media contacts. They are the ones who may or may not cover my press release or event. Furthermore, as my team leader said, it is important to do our best to control the news generated about the event. Journalists will still choose what they will write, but providing a quality media pack and ensuring the media perspective is positive is  a huge plus for the organisation. We found out soon after the event that one of the top Malaysian daily newspapers had covered the event.

For my first event with GO Communications, it was a great learning experience and a highly rewarding evening.