Waitomo Caves

  • Brand design
  • Brand strategy
  • Marketing communications
  • Visual identity

Tourism Holdings’ mainstay operation in Waitomo needed a tourism brand to bring its four dynamic rafting and caving products under one umbrella, develop each product’s strengths and points of difference, and articulate and communicate these through the brand.

Voice developed Discover Waitomo – as part of the Discover New Zealand stable of brands – the umbrella that enabled Tourism Holdings to take the high ground in this competitive region and group their products into robust consumer offerings.

The Legendary Black Water Rafting Company, Waitomo Glowworms Caves, Ruakuri and Aranui Cave – became personality-filled experiences rich with stories, legends and tangible differentiation. Voice used this tangible differentiation to recreate the logo and the sales and marketing collateral – ensuring consumers were straightforward about their choices against the competition in the area. Discover Waitomo remains a mainstay operation for Tourism Holdings in New Zealand.

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