How Sunway Lagoon is using a twisted Oz tale to revive SCREAM PARK

Sunway Lagoon is betting on immersive storytelling, local folklore and a reimagined literary classic to usher in a new chapter for its SCREAM PARK attraction.

The theme park recently unveiled a refreshed version of SCREAM PARK, anchored by its headline attraction, "The (Not-So) Wonderful Wizard of Oz", a darker reinterpretation of L. Frank Baum's original 1900 novel. The attraction forms part of a broader overhaul designed to strengthen Sunway Lagoon's experiential tourism offering and appeal to both local and international visitors.

However, beyond the attractions themselves, Sunway Lagoon also rolled out a multi-channel marketing campaign to build anticipation around the launch.

According to the park, the promotional strategy centred on "The (Not-So) Wonderful Wizard of Oz" as the key draw, supported by tailored media outreach, social-first content, influencer engagement and on-ground activations.

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Michelle Soong, general manager of marketing and business development at Sunway Theme Parks, said the refreshed attraction reflects evolving visitor expectations.

"As the tourism industry continues to evolve, visitors are always on the lookout for experiences that are meaningful, immersive and memorable," she said.

For earned media, Sunway Lagoon worked with national and lifestyle publications including Bernama, Sin Chew, mStar and Media Prima-owned platforms. Rather than adopting a one-size-fits-all approach, the team developed customised story angles for different audiences, spotlighting elements ranging from the immersive Oz walkthrough and family-friendly storytelling to behind-the-scenes creative development.

On social media, content was distributed across Sunway Lagoon Studios' Instagram, Facebook, TikTok, YouTube and Xiaohongshu channels.

The content strategy focused on immersive walkthrough moments, behind-the-scenes footage and storytelling-led content designed to showcase the attraction's experience while driving engagement.

Influencer marketing also played a key role. Selected creators were invited for an exclusive preview ahead of the official launch, with content centred on the attraction's creative concept, development process and immersive environments.

According to Sunway Lagoon, the objective was to generate authentic social content while highlighting the scale and family-friendly appeal of the refreshed attraction.

To further bring the campaign to life, the park introduced character meet-and-greets at Sunway Pyramid Ice and installed themed photo opportunities at Sunway Lagoon's main entrance, alongside a suite of print, digital and outdoor creative assets.

The refreshed SCREAM PARK experience features three interconnected attractions. Alongside "The (Not-So) Wonderful Wizard of Oz", visitors can explore "Hantutu's Theater – Hantu Hunters", an AI-enhanced cinematic experience inspired by Southeast Asian folklore, and the revamped "Horrorwood Studios Wax Museum of Monsters".

Developed in collaboration with The Sudden Impact! Entertainment Company, the attraction refresh builds on SCREAM PARK's 18-year legacy within Sunway Lagoon.

With the refreshed SCREAM PARK now open, Sunway Lagoon is positioning the attraction as part of its broader effort to strengthen Malaysia's growing experiential tourism and immersive entertainment landscape.

Earlier this April, Sunway Lagoon doubled down on retail as a brand-building tool with the launch of its dedicated merchandise space, Sunway Lagoon Mart, in Kuala Lumpur.

Located within Sunway Pyramid Mall, the new store marks an expansion of Sunway Lagoon’s retail arm. More than just a souvenir shop, the move signals a broader shift in how integrated destinations are thinking about engagement, extending the visitor journey beyond physical experiences into take-home brand touchpoints.

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