THEME PARK & RESORTS
We were appointed by Ireland's top theme park to re-energise their queue line experience for their popular log flume ride, Viking Voyage At The Park.
Working alongside the Tayto Park team, our vendors, and national tourism development authority Fáilte Ireland (who also funded the project), we began to create an immersive queue line experience with mini destinations. The Viking-inspired ride had already helped the park achieve a substantial increase in visitors since it’s opening in 2017, and the Tayto Park team turned to us two years later to add magic to their guest experience in the queue line – which can reach peak waiting times of up to 90 minutes.
We started by creating a queue line narrative that tells the backstory of the vicious Vikings and their attempts to invade Ireland, the same story that inspired the log flume ride, to put guests at the heart of the story.
QUEUE LINE EXPERIENCES
Throughout the queue line, we then began to create mini experiences to entertain guests and build drama ahead of their journey as a 'Viking' on the log flume ride.
An apparition of Viking God using a mist projection, was created at the start of the queue line to welcome guests on the journey to Ireland. We created a bespoke augmented reality (AR) experience which was activated through two interactive screens. Guests were able to ‘Viking’ themselves, with their friends and family, and see what they look like with traditional Viking dress.
Animatronic ravens, inspired by birds from Norse Mythology, were added alongside a new photo opportunity area in the form of a throne, to drive social media amplification. Interactive games were added to the queue line for guests to “prepare for battle” in a unique and satirical take on a gym.
DESIGN AND THEMING
Low-tech interactions were also used to drive engagement and excitement, including a horn and drums for guests to play in the queue and intuitive boards teaching guests old Norse insults! We also worked on theming the mid-queue food and beverage area (F&B) to align the shop to the narrative and help increase sales too. We finally worked with our theming vendors to bring to life the story throughout the queue line with longboat sails, decorated hoardings, scent and smoke machines and realistic Viking props too.
The immersion that Katapult has brought to the Viking Voyage queue line has greatly enhanced the whole ride experience. From concepts to project delivery, we’ve been really impressed with their creative approach.
After completing the project, the Viking Voyage ride and its new queue line experience opened to the public in June 2019. Initial feedback from guests has found that the queue line has significantly helped improve guest satisfaction and better engaged them in the story of Ireland’s Ancient East.