thundervolt launch
2024 | PNE | Vancouver, BC
Brief
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I played a key role in launching ThunderVolt, Canada’s fastest electric launch coaster, leading digital marketing efforts for a high-impact campaign at Playland Amusement Park. The goal of the campaign was to build anticipation ahead of the official debut, positioning ThunderVolt as a must-experience attraction in Vancouver. With ThunderVolt being a $18-million flagship investment to modernize Playland, the launch’s objective was to spark renewed excitement and attract both new and returning guests to Playland.
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The goal was to develop a multi-channel marketing campaign that would build awareness of the new rollercoaster and drive increased ticket sales for Playland, particularly for ThunderVolt’s opening weekend. The challenge was that the ride was still under construction, leaving us without traditional creative assets or operational footage. To address this, we needed a pre-launch creative approach that could convey the thrill and energy of the experience, resonate with our primary target audiences of families and teens, and seamlessly integrate into the broader Playland campaign following launch.
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To create dynamic campaign assets, I developed a concept that used wind effects from a leaf blower to simulate the real ride experience, capturing authentic reactions and expressions that conveyed the thrill of riding ThunderVolt. To generate buzz and broaden awareness, we hosted an open casting call, inviting the public to participate and be featured in campaign creative. To reach families, we produced radio ads targeted at working parents, while teens were engaged through a strong social media presence, paid digital advertising, and influencer partnerships.
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The ThunderVolt launch was a great success, attracting over 17,000 visitors on opening weekend and driving a 35% increase in thrill ride ticket sales at Playland in 2024. Organic and influencer coverage generated over 1.2 million social media impressions, amplifying excitement and awareness for the ride. Public reviews highlighted the thrill, innovation, and overall experience of ThunderVolt, while the integrated marketing campaign effectively built anticipation, boosted attendance, and established ThunderVolt as one of Playland’s standout attractions.
17,000+
Visitors on opening weekend
35%
Increase in Thrill ride ticket sales
1.2 million+
Social Media Impressions
journey
production of visual assets
1
I was involved in the full production lifecycle of the Playland ThunderVolt video campaign, from concept development through final delivery. Working closely with Arkitek Creative Agency, I supported strategic planning, casting, on set coordination, and post production management. The visual storytelling was brought to life through cinematic direction, dynamic green screen production, and bold visual effects that immersed talent in the coaster experience, capturing the thrill, speed, and energy of ThunderVolt before the ride officially opened.
To find authentic and diverse talent of all ages, I planned and executed an open casting call to the public. For the casting call, I created the registration form in Eloqua, helped to design the casting call graphics with Photoshop, built the website sign-up page on WordPress, and managed all organic social posts and email campaigns. I also allocated and managed the social ad budget to maximize reach and attract a wide range of applicants. The casting call invitation generated a large amount of interest, with 507 applicants signing up within the first 2 days. The casting call social post also achieved over 40,000 organic impressions on Facebook and Instagram. From this group, I randomly selected 200 applicants and invited them to participate in the shoot.
I managed all communications with these participants throughout the process. I built the email invitations, tracked RSVPs, coordinated sign-ins, prepped participants, organized the shooting order, and worked closely with the Arkitek production team to ensure a seamless filming experience.
Thundervolt ‘blasts’ you through a light tunnel as part of the ride and that is what we wanted to showcase through this visual. To creatively capture the roller coaster thrill, I contributed the idea of using a leaf blower to simulate wide effects and the ride’s high-speed rush. This approach brought authentic reactions and energy to the final footage. Through composited motion graphics and high-frame-rate cinematography, the team was able to recreate the ride experience before it existed.
In post-production, I collaborated on shortlisting the top 15 most dynamic clips to be used across campaign assets. I ensured all participants received complimentary Playland tickets along with their personalized video content, which we encouraged them to share across their social channels to extend campaign reach and build early excitement.
The final creative assets were distributed across multiple platforms, including the PNE website, digital advertising, organic social media, out-of-home placements, TV, and streaming platforms, contributing to strong awareness and anticipation leading into Playland’s launch season.
radio creatives
2
I crafted and refined multiple radio scripts for the ThunderVolt launch and broader Playland campaigns.
To dramatize ThunderVolt’s extreme speed and signature light tunnel launch, I developed a rocket launch metaphor that captured the feeling of “blast-off” while also symbolizing Playland gearing up for its seasonal opening. This concept helped build anticipation and excitement by positioning the ride launch as the start of Playland’s high-energy return.
I also oversaw voice casting and directed audio revisions to ensure the final radio spots delivered a clear, high-impact message that drove anticipation and ticket sales.
LISTEN HERE
photography & videography
3
I led a creative team of four photographers and three videographers to capture dynamic content across every phase of the ThunderVolt campaign, from construction progress and press conferences to the launch event and live ride footage. Several videographers captured aerial drone footage, adding scale and impact to the storytelling. I coordinated the team on site, provided resources and creative direction, and developed detailed shot lists tailored to each creator’s strengths to ensure cohesive visuals across all assets. Following each shoot, I organized and distributed the content to the wider marketing team for use across all channels.
The majority of the photography and videography was captured immediately before and after the ThunderVolt launch, allowing us to quickly replace the pre-launch green screen assets with fresh, high-impact creative. This ensured our digital platforms stayed visually engaging while maintaining consistency with the “Have a Blast” campaign messaging and rocket ship metaphor.
Social EXECUTION & digital ads
4
From the initial ThunderVolt announcement through launch weekend and post opening momentum, I developed and executed a full funnel social media and digital advertising strategy across Instagram, Facebook, TikTok, X, LinkedIn, and YouTube. The campaign was designed to build anticipation, drive awareness, and sustain engagement across all PNE digital platforms.
Video, photography, and motion assets were customized for each platform to ensure content felt native and high performing. Audience insights from the 2023 Playland Ticket Holder survey identified Instagram as the top platform, followed by Facebook, YouTube, and TikTok, guiding both content focus and digital media spend across these channels.
Paid media supported the campaign by boosting top performing social content and allocating budget across Meta Ads, Google Ads, and display networks. Also, I managed an $85,000 budget to purchase ads in Vancouver publications to further increase reach within our target audience. Separate ad sets were built for families and teens, with creative and messaging optimized for each audience. Post campaign insights from the 2024 Playland Ticket Holder survey showed that social media and word of mouth were the leading drivers of Playland awareness, reinforcing the impact of the social and digital strategy.
2023 Playland ticket holder survey
Question: Which of these are your PREFERRED social media platforms?
2024 playland ticket holder survey
Question: How did you hear about this season of playland?
Social creatives & ads
5
website execution
Led the website execution for the ThunderVolt launch. Built and updated the TicketLeader.ca site and PNE.ca site with ThunderVolt information and engaging content. Linked PNE.ca pages to the ticketing platform ensuring effective CTAs, a seamless user flow to create a seamless conversion path, driving traffic, boosting engagement, and converting visitors into ticket purchasers.
45-60%
surge in site traffic on announcement day
20-30%
3x
increase in page views for the ThunderVolt attraction page
lift in visitor-to-ticket conversion through streamlined content and checkout flow
25-40%
longer session durations during the first week post-launch, indicating stronger engagement
email marketing
6
I developed and executed ThunderVolt launch email campaigns and a comprehensive seasonal social plan to build anticipation and drive ticket sales. I crafted high-impact subject lines, created engaging visuals, and segmented messaging tailored to audience interests. The plan included scheduled promotions across email and social channels, ensuring consistent communication with the general public, external stakeholders, and internal teams throughout the launch. I leveraged A/B testing and performance analytics to optimize engagement, adjust content timing, and maximize campaign impact.
vip launch event
7
I developed and executed an exclusive ThunderVolt launch party for content creators and influencers to generate buzz ahead of the public opening. I curated a guest list of 200 top local creators and managed personalized email invitations, ticket coordination, and event logistics. I also ensured that all guests received clear guidelines on content posting requirements and “know before you go” information prior to arrival.
Collaborating cross-departmentally, I designed an immersive experience featuring themed gifts, custom pins, branded mini donuts, and curated photo opportunities, all centered around the first-ever ride experience. We partnered with brands such as Parallel 49 Brewing to create custom ThunderVolt products, including a one-of-a-kind ThunderVolt beer, further driving awareness and excitement.
The event generated widespread organic coverage across social media, resulting in significant pre-launch engagement and heightened anticipation for the ride.
