Waitomo Caves

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

Tourism Holdings mainstay operation in Waitomo needed two things: a tourism brand that could bring their four dynamic rafting and caving products under one umbrella and to develop each of the products strengths and points of difference then articulate and communicate these through 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 powerful 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 clear about the choices they were making, against competition in the area. Discover Waitomo continues to be a mainstay operation for Tourism Holdings in New Zealand.

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