Coral Crater Adventure Park

An energetic & expressive brand to match the experience

Coral Crater is an adventure park in Hawaii offering zipline tours, ATV tours, and an adventure tower. They needed to clarify their value proposition and create more distinction to stand out among strong competitors.

Brand Strategy
Digital Advertising
Measurement
Website Design & Dev
Photo & Video Direction
Out-Of-Home Advertising
Content Creation
Local SEO

Challenges

The brand did not reflect the fun and energy of the actual experience, and the differentiators were not clearly articulated to help prospective customers understand why Coral Crater is the right choice in a competitive market.

Solutions

Blend identified and amplified the primary ways in which Coral Crater beats the competition, and then created a fun vibe both visually and verbally, to create a distinctive brand.

Brand strategy and positioning

Blend studied the market and collaborated with company leadership to understand what truly made Coral Crater the superior choice for many customers. We identified the location, the variety of experiences, the opportunity to take a “quick zip” on the 3-line tour, and the laid-back vibe as the reasons many customers would be served well by choosing Coral Crater. Not only would customers make better use of their time with Coral Crater, but the variety and the combo options were great for anyone who didn’t want to commit all of their time and money on one specific activity.

Creating a fun, energetic brand

Coral Crater’s original color scheme was too drab to convey the brand’s energy, and it failed to adequately stand out among other outdoor activity companies on O’ahu. We chose brighter accents, which pair well with our new bold patterns and a font that help convey the Hawaiian spirit.

The verbal expression needed to be equally bold and fun. We decided to write the copy as if it were being spoken by a Hawaiian adventure park guide, leading to calls to adventure like “Strap In & Let Loose,” as well as direct acknowledgements of the guest’s desire for a quick thrill, such as “So close to Waikiki, you’ll be back in time for sunset Mai Tais!” The phrase “We Run a Tight Ship So You Can Let Loose” balances the necessary focus on safety with the desire to leave all worries behind and just have a blast.

A website with purposeful messaging

The website needed to lean into the key differentiators of adventure variety and proximity to Waikiki. We intentionally chose wording like “Choose Your Adventure” as the way to present the 3 main tour categories, and “Pick Your Zipline Tour” to continue the theme of choice inside of a category. We added a can’t-miss scrolling banner with “Closest Adventure to Waikiki” on multiple pages, and we reinforced that concept throughout the site.