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Castle Fun Park

INTRODUCTION

A New Chapter for Castle Fun Park: Revitalizing a Beloved Institution

Castle Fun Park, nestled in the heart of Abbotsford, British Columbia, has long been a cornerstone of family entertainment in the Fraser Valley. Since its founding in 1989 by Hank and Doreen Wiebe, the park has evolved from its humble beginnings as Wonderland Amusement Park—a name it changed in 1998—to a multifaceted entertainment hub offering something for everyone. Despite its enduring charm, the park faced its greatest challenge in November 2021 when catastrophic flooding devastated the region, forcing a temporary closure. For Castle Fun Park, this tragedy marked the beginning of a transformation—one that would see it rise as a reimagined destination of wonder and joy.

Understanding the Challenge: From Floodwaters to Innovation

The flooding of 2021 brought not just physical destruction but an existential challenge for Castle Fun Park. As they worked to rebuild, the Wiebe family saw an opportunity to modernize and reimagine the park. With new attractions, a redesigned facility, and a vision to rekindle its place in the hearts of locals, they knew a refreshed digital presence was essential. However, the old website presented significant obstacles. It was cumbersome to manage, lacked effective storytelling, and fell short in conveying the vibrant experiences awaiting visitors. The user experience was dated and failed to deliver the “Disneyland-like” magic that Castle Fun Park aspired to embody.

The stakes were high: the park needed not just a website but a digital hub capable of driving campaigns, highlighting new offerings, and positioning Castle Fun Park as the premier family entertainment destination in the region. This was about more than selling tickets; it was about telling a story of resilience, transformation, and cherished memories waiting to be made.

CREATIVE DIRECTION

The website design drew inspiration from the park’s transformation, incorporating bold visuals, dynamic animations, and vibrant colors reflective of the in-person experience. The aim was simple: when visitors landed on the website, they needed to feel the same excitement they would feel stepping into the park itself. Every element was designed to evoke a sense of adventure, creating an immersive digital experience that matched the park’s newly invigorated identity.


User Experience That Delights

We reimagined the user experience with a focus on storytelling and emotional connection. Each attraction was treated as a sub-story, weaving together a narrative that captured the joy and wonder of Castle Fun Park. Strategic landing pages were crafted to spotlight key offerings such as birthdays, corporate bookings, and educational visits. These pages were designed to inspire—not just inform—positioning the park as the go-to destination for unforgettable events.

Designing the Experience: A Digital Transformation

At the heart of our project was the creation of a custom WordPress theme, built to be responsive, SEO-optimized, and WCAG AA 2.1 Accessible. These foundational elements ensured that Castle Fun Park’s digital presence was not only visually stunning but also functional and inclusive. The integration of their ticketing and playcard systems alongside Salesforce provided a seamless user journey from browsing to booking.

Marketing Campaign: Reclaiming Marketshare and Hearts

The revitalization of Castle Fun Park wasn’t just about a new website. It required a strategic marketing campaign to reposition the park in the minds of locals and tourists alike. Our strategy emphasized resilience, framing the park’s comeback story as a testament to the family’s commitment to their community. Through blog features, press outreach, and targeted campaigns, we highlighted Castle Fun Park as not only an entertainment destination but a symbol of local pride.

We focused heavily on SEO to amplify their reach, ensuring the park appeared in searches like “Top things to do in Vancouver” and “Family road trip stops in British Columbia.” By securing features in local and national publications, as well as leveraging social media to drive engagement, we helped generate buzz and reestablish Castle Fun Park as a household name.


Balancing Storytelling and Practicality

A significant part of the project involved striking the right balance between storytelling and functionality. We created content that celebrated the park’s legacy while focusing on its exciting new features. Additionally, the website was designed as a recruitment tool, showcasing Castle Fun Park’s vibrant culture to attract top-tier talent who could bring the park’s vision to life.

A Bright Future

Castle Fun Park’s transformation is more than a comeback; it’s a bold leap forward. With a state-of-the-art website, a clear and compelling brand story, and a marketing campaign that resonates with audiences, the park is poised for its next chapter of success. From birthdays to corporate events, educational visits to spontaneous family outings, Castle Fun Park now offers a digital experience as magical as the memories it helps create. This project exemplifies how thoughtful design and strategic storytelling can turn challenges into opportunities, ensuring that Castle Fun Park remains a cherished institution for generations to come.

 


RESULTS

+ 2500 % PAGE VIEWS

Castle Fun Park achieved a +2,500% increase in page views, driving 50x the engagement and positioning the brand for exponential growth.

+ 2800 % ACTIVE USERS

The client saw a remarkable +2,800% increase in active users, significantly expanding its audience and establishing a strong foundation for sustained engagement.

+ 2300 % TOTAL EVENT COUNT

Updated and streamlined UX and clear calls to action resulted in an 2,300% increase in total event counts across the new website.

+ 3300 % SESSIONS

With an improved user experience and updated content, Castle Fun Park saw a 3,300% increase in total sessions following the launch of the new website.

+ 15000 MONTHLY ORGANIC TRAFFIC

The site’s updated SEO and increased search engine visibility resulted in a 1,500% increase of monthly organic traffic on the new website.


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