Shotover Jet

We helped Ngāi Tahu Tourism to express brand differentiation in a way that tapped into research insights. The brand and corresponding visual identity were invigorated with messages of thrills and excitement via Shotover’s ownership of Skippers Cannon – a close shave with towering rock faces.

It’s about adding another layer so that manuhiri leave with more than just the thrills, but something that engages their senses and touches their heart.

Jonathan Sagar, Voice Principal

This brand refresh allowed us to think about authentically weaving in the Ngāi Tahu culture and heritage. Working closely with Ngāi Tahu artists to express a cultural narrative with authentic motifs, we were able to create a visual connection to Ngāi Tahu’s responsibility as kaitiakitanga (stewardship) of the Shotover River and introduce manuhiri (visitors) to the rich, unique cultural history against the backdrop of natural beauty that is Kimiākau (Shotover River). “It’s about adding another layer so that manuhiri leave with more than just the thrills, but something that engages their senses and touches their heart,” said Voice Principal Jonathan Sagar.

The solution was clear. Help Ngāi Tahu Tourism express brand differentiation in a way that answers visitor attributes and helps them return to being one of the top three things to do in Queenstown. The brand story and corresponding visual identity were invigorated with messages of thrills and excitement via Shotover’s ownership of Skippers Cannon and contemporary Māori motifs to express Ngāi Tahu Tourism’s Iwi roots and kaitiakitanga status. Yet, it also needed to broaden its appeal to include the increasing number of families visiting the region. Shotovers’ focus on safety and boat maintenance was given priority to answer a growing market need.