Guidelines

Clear standards that maintain our brand integrity while empowering teams to create compelling, on-brand content without unnecessary constraints.

Tone of voice

The tone of voice of The Upside Down is energetic and unforgettable, just like the experience itself. We speak to you directly, as if inviting you to a party you absolutely don’t want to miss.

The tone is bold and vibrant, a splash of glitter when needed, with an attitude.

Usage of #TheUpsideDown #Amsterdam/Berlin/.. #InteractiveExperience

check for your asset the best matching hashtags based on a check of #volume on those #

Rules

When creating content for The Upside Down, there are a few golden rules to follow to truly deliver that fun escape from reality. Everything we make should spark curiosity, smiles, and surprise — from the very first second to the very last — making every piece of content feel just as surreal as the experience itself. By making the content this way we want to inspire and stimulate UGC content!

Create content that excites people to visit The Upside Down and adds it to their bucket list.

Bring the core content message to life: a fun escape from the reality of city life.

Do’s and dont’s

When creating content for The Upside Down, there are a few golden rules to follow to truly deliver that fun escape from reality. Everything we make should spark curiosity, smiles, and surprise.

Do's

Make content that sparks joy, positivity, fun, and smiles.

Include behind-the-scenes (BTS) content where possible.

Show a variety of visitor types: couples, friend groups, parents with kids, etc.

Dont's

Present The Upside Down like a traditional ad — avoid a product placement feel.

Make content overly polished or scripted — especially on TikTok, raw and real wins.

Overuse branding — keep it subtle and visually appealing.

Checklist

  • Does this content excite to visit The Upside Down?
  • And put The Upside Down on top of your bucket list?
  • How to trigger people to want to know/see more?
  • Does this content bring positivity, fun and smiles?
  • Does this content contains city elements in it? (Not necessary all the time)