Southern Discoveries

Brand Strategy, Naming, Logo Design & Marketing Comms

The new owners of Milford Red Boats had ambitious plans for the brand. Their vision was to extend the Red Boats offering into new territories – expanding it to include other areas and environments, as well as other vehicles. This meant the Red Boats name and brand no longer fitted the wider offering. Voice’s job was to create a fresh new brand that would capture this wider vision and enable the company to expand into the future. “We saw that at the heart of this brand was its people,” explains Voice Director Jonathan Sagar. “The staff and owners were Southerners who lived, breathed and loved the South – and their goal, regardless of where in the South Island they were, was to help people discover the region they were so passionate about.” Thus, ‘Southern Discoveries’ was born. At it’s essence was good, old fashioned southern hospitality – discovering ‘our place, our way’. The creation of Southern Discoveries successfully repositioned the brand to be about more than its location and mode of transport. It allowed the company to put customer service and hospitality at its core.

Today, Southern Discoveries is one of the main tourism operators in Southland and Central Otago, with offerings in Milford Sound, Queenstown and Mt Nic. Their experiences include not only traditional cruises, but jet boating, kayaking, catamaran trips, Coach and Cruise tours as well as the impressive Milford Discovery Centre – New Zealand’s only floating underwater observatory. In the past, Voice also worked with Southern Discoveries on a number of their projects including Mt. Nic exhibitions, wayfinding and brand development and the branding of the Milford Discovery Centre.

“We worked with Voice because they understand our product and know how to work within our budget. We are delighted with the final result and will happily use them again.”

John Robson

General Manager