Recent research was pretty clear. Visitors to Queenstown only book three activities during their stay and are looking for four of the following attributes: Natural beauty and scenery, adventure and fun, thrilling activities, something new and different. Competition too, with Queenstown based jet boats companies has always been fierce with operators looking for every opportunity they can to get the jump on their rivals. Luckily, product offerings remain differentiated enough to create customer choice and brand diversity - if you know what you are doing.
For Voice, the solution was clear. Help client, Ngai Tahu Tourism to express brand differentiation in a way that answered visitor attributes and help 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 - a close shave with towering rock faces - and contemporary Maori motifs to express Nga Tahu Tourisms Iwi roots and kaitiakitanga (stewardship) of the Shotover River. Yet, it also needed to broaden its appeal to include the increasing number of families who have started visiting the region. Elements like safety record and boat maintenance were bubbled to the top to answer a growing market need.
The solution: A jet boat brand that is truly market facing - that expresses its unique ownership structure and answers the everything-in-one needs of the Queenstown visitor.