Maui

The New Zealand campervan market had become increasingly competitive with new, diversified offers splitting the low, mid and high segments, peer-to-peer booking alternatives, and an explosion in digital booking systems giving customers several options and ways to engage – all presenting new challenges and opportunities for the brand to navigate.

Maui recognised the truth – that its time in market, coupled with its premium vehicles with a bespoke build, would continue to assert its position as the market leader for both its international and domestic markets. With sleek European campervans, Maui saw the opportunity to revitalise the brand with the confidence and modernity to take its rightful place at the top of the market.

Voice translated the existing vision and DNA into a strategic framework that would drive the positioning and expression of the brand while adding a simple, universal brand promise: ‘Exceptional journeys’. Key work included segmenting the market across all THL campervan offers and competitors to ensure Maui continued to stand head and shoulders above the rest. This refreshed position resulted in a new logo and updated visual identity, marketing materials, and van livery to ensure that all key elements of the brand communicated Maui’s premium market stance.

This work has endured and has continued to engage staff and customers alike, positioning Maui as a leader within the industry and a model for others to follow.

The Voice team have worked with us in many capacities over the last seven years. From my perspective, we have continued to commission Voice for two simple reasons. Firstly, they can interpret a brief quickly and accurately. Secondly, they can bridge the brand and marketing mantra with an operational and customer delivery focus. The result delivers insights that can be easily converted into a meaningful, deliverable product or positioning.”

Grant Webster, CEO

 ”A key deliverable of this project was clarifying the segmentation of all motorhome rental brands. This clarity was crucial in determining the position of the Maui brand in relation to the needs of its target audience. The segmentation strategy established a clear and confident position for the Maui brand, which guided the work and success of the project.

Jonathan Sagar, Principal, Voice