Tourism Holdings Limited

Brand Strategy, Logo Design, Internal Comms & Marketing Comms

When Voice initially worked with THL, their vision was to be the world’s largest rental motor home operator and we helped them get on the road by advising them to focus their efforts and align their businesses of manufacturing, renting and sales around a central operational core that would sustain them in growth. A fresh logo, new stationery and collateral designs were created to visually communicate the new focus, and a clear brand strategy positioned THL in the business of making customers’ holiday dreams come true. To ensure THL staff were on board with the new direction, an internal communications campaign, “Walking the Talk”, was developed to promote understanding and alignment with the company’s fresh focus.

After the rebrand, THL challenged Voice to create a vibrant and cohesive brand that embraced the wide offerings of their three successful manufacturing companies; Action Motor Bodies, Maui Vehicle Sales and Ci Munro, without losing any of their brand equity. Voice worked closely with THL management to develop a robust strategy that would simplify the proposition to consumers and pave the way for a single, memorable brand. The result was Motek. With a stronger, consolidated brand in place, Voice worked with THL to build internal belief in Motek and develop a positive sub-culture within the larger THL business to support it. Through name, logo and personality development, Motek has successfully positioned itself as an Australasian leader in recreational and specialist vehicle creation.

Next up came the revitalisation of the Maui brand when the New Zealand campervan market was getting crowded. In order for the iconic Maui brand to remain relevant, it needed to confidently take it’s rightful position at the top and do everything in its power to stay there. Anticipating the arrival of sleek new campervans to add to their existing range, Maui saw the opportunity to revitalise the company and asked Voice to review the brand from the ground up.

“The Voice team have worked with us in many capacities over the last 7 years [and] we have continued to commission Voice for two simple key reasons. Firstly [they] have an ability to interpret a brief/company strategy quickly and accurately. Secondly, they have an ability to bridge the brand and marketing mantra with an operational and customer delivery focus. The end result shows insights which can easily be converted into a meaningful and deliverable product or positioning.”

Grant Webster


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