Recent research was pretty clear. Visitors to Queenstown only book three activities during their stay and are looking for four of the following attributes: Natural beauty and scenery, adventure and fun, thrilling activities, something new and different. Competition too, with Queenstown based jet boat companies, has always been fierce with operators looking for every opportunity they can to get the jump on their rivals. Luckily, product offerings remain differentiated enough to create customer choice and brand diversity - if you know what you are doing.
The solution was clear. We needed to help our client Ngāi Tahu Tourism express brand differentiation in a way that answered visitor attributes and also enabled them to get back into the top three adventure activities in Queenstown.
The brand and corresponding visual identity was invigorated with messages of thrills and excitement via Shotover’s ownership of Skippers Canyon - a close shave with towering rock faces - and contemporary Māori motifs to express Ngā Tahu Tourism Iwi roots and kaitiakitanga (stewardship) of the Shotover River. It also needed to broaden its appeal to include the increasing number of families who have started visiting the region. Elements like safety record and boat maintenance were bubbled to the top to answer a growing market need.
The outcome is a jet boat brand that is truly market-facing - that expresses its unique ownership structure and answers the everything-in-one needs of the Queenstown visitor.
Brand Development, Illustration, Logo Design