Shotover Jet was looking to strengthen their iconic brand and came to Voice with a challenge: to be clearly differentiated from competitors and leaders within the mix of offerings emerging in the Queenstown tourism market.
Recent research was clear. Visitors to Queenstown typically only book three activities during their stay and look to experience these key attributes: natural beauty and scenery, adventure and fun, thrilling activities, something new and different. Competition too, with Queenstown based jet boat companies has always been fierce with operators looking for every opportunity they can to get the jump on their rivals.
However, Shotover Jet are the only ones that operate within the iconic Shotover Canyons. This stretch of the river is associated with the quintessential jet boat image of speed, adrenalin and thrills, a picture of ‘adventure in New Zealand’.
Ngāi Tahu Tourism’s iwi ownership roots and kaitiakitanga (stewardship) of the Shotover River was another important consideration. Voice knew this element had to be authentically expressed and integrated into the brand, and that it would help to broaden appeal to include the increasing number of families visiting the region. Add to this, clear communication of Shotover Jet’s safety record and careful boat maintenance.
Voice understands the New Zealand tourism market, having developed some of the region’s most memorable brands: Real Journeys, Southern Discoveries, Discover Queenstown, Great Sights, Vantage Helicopters. The territory was familiar and Voice understood the need to be clear, strong and powerful in order for the brand to stand out.
Working closely with Ngāi Tahu Tourism, agency helped express the brand’s unique strengths in a way that answered visitor attributes, helping them to consolidate their position and leadership in the cluttered mix of market offerings. Brand messages were carefully developed to keep Shotover Jet on that all-important visitor choice set. Agency also had to balance appeal to the growing family market whilst not losing the energy and thrills that are integral to the brand.
An updated marque and corresponding visual identity was developed, invigorated with messages of thrills and excitement, emphasising the brand’s ownership of the Shotover Canyons experience: a close shave speeding through towering rock faces. Care was taken to preserve the brand’s heritage, ensuring confident ownership of the iconic red colour. Māori motifs were developed to express iwi’s kaitiakitanga (stewardship) of the Shotover River, these were then integrated into the visual identity to create authentic richness and a backdrop for Ngāi Tahu Tourism to tell their story throughout the Shotover Jet experience.
A jet boat brand that is truly market-facing, that celebrates its unique heritage and answers the everything-in-one essentials for the Queenstown visitor.