Bring New Zealand’s largest registered ship from the Bay of Islands to its new home in Auckland’s Viaduct Harbour – then find a market to buy it? Owners of the large catamaran Ipipiri, Intercity Group, came to Voice to develop a brand and help the venture succeed in Auckland waters. Segmented for four distinct markets; lunchtime day cruises, overnight Gulf cruises, weddings and conference and incentives - the name and brand needed to stretch to incorporate all four markets comfortably as well as convey the definitive benefits for each segment.
Client and agency settled on Hauraki Blue Cruises as the name to take the brand forward then set about creating the sales and marketing collateral the ship needed to attract its first customers. Voice used colours of the Hauraki Gulf mixed with textures of old maritime maps to help pull the brand visual identity together, mixing them with great imagery from onboard photoshoots. Vessel livery, menus, interiors decorations were all incorporated in the brand development process. As of 2015, Hauraki Blue Cruises is about to enter into its second year of operation.