WildPlay Element Parks offer a premier outdoor adventure experience to a wide range of ages and skill levels. From bungee jumps and zip lines to aerial obstacle courses, WildPlay is the leader in West Coast outdoor adventure.

Prior to this campaign, communications had been focused on “fun” – with a soft tone that belied the physical and mental challenge of the experience. However, research told us that the key demographic into extreme adventure sports like snowboarding, mountain biking, etc., and the WildPlay experience better fits the expectations of that category.

Thus, a new positioning was born – WildPlay as an experience outside your comfort zone, an adrenaline rush in the great outdoors that’s anything but tame. Personal and emotionally charged. Active and physical. Our guests experience a feeling of exhilaration, a sense of accomplishment, and they leave with a story to tell.

Created while working at St. Bernadine