Kawarau Jet (KJet) has been jetting thrill seekers along the rivers and lakes of Central Otago since the early 1960s and is the world’s first commercial jet boat operator. When KJet joined forces with leading tourism company Southern Discoveries in 2011, the owners approached Voice seeking a brand refresh. At the time, KJet was facing aggressive competition and struggling to differentiate its offering from the other, ‘louder’ Queenstown jetboating companies.
Voice identified that both the KJet brand and staff needed a confidence boost and an energy lift. The opportunity was to tell their story clearly and succinctly, be loud about their benefits and confidently reclaim their space in the Queenstown tourism industry with locals and visitors alike. Voice worked hard to reposition the brand, developing a strategy and brand story that ensured KJet’s differentiators were front and centre. The operator’s visual identity was redesigned in a contemporary and exciting way, all advertising, communications and web interfaces were revamped and an online version of the brand was created. The result? A confident brand with a clear story and compelling benefits. One that customers can engage with, staff have become fiercely proud of and Queenstown has certainly learned to love again.