Shotover Jet

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

This brand refresh provided an opportunity to think about how we could authentically weave in the Ngāi Tahu culture and heritage as we refreshed the brand and experience. We worked closely with Ngāi Tahu artists to express a cultural narrative with authentic motifs that expressed the connection to kaitiakitanga (stewardship) of the Shotover River, introducing manuhiri (visitors) to the rich, unique history and natural beauty of the Kimiākau (Shotover River). “It’s about adding another layer so that manuhiri leave with more than just the thrills, but something that also touches their heart.”

The solution was clear. Help Ngai Tahu Tourism express brand differentiation in a way that answers visitor attributes and helps them get back into the top three things to do in Queenstown. The brand and corresponding visual identity was invigorated with messages of thrills and excitement via Shotover’s ownership of Skippers Cannon and contemporary Maori motifs to express Nga Tahu Tourism’s Iwi roots and kaitiakitanga status. Yet, it also needed to broaden its appeal to include the increasing number of families who have started visiting the region. A focus on safety and boat maintenance was bubbled to the top to answer a growing market need.

The result is a genuine market-facing jet boat brand that expresses its unique ownership structure and answers the everything-in-one needs of the Queenstown visitor.