Marketing Strategy & Design
Visit Ruapehu is the regional tourism organisation in the North Island of New Zealand. The volcanic region is famous for its ski fields, is dual World Heritage listed and is important to the indigenous Maori culture. Over a 3 year period Go Man Go Digital Marketing developed the Visit Ruapehu brand identity, ecommerce destination portal and a variety of print and outdoor media.
Client Brief
To develop the Visit Ruapehu brand
identity, ecommerce destination portal and a variety of print and
outdoor media. To provide higher visibility to their breathtaking national parks, rivers and countryside.
Go Man Go Digital Marketing Strategy & Design Services
The strategy was to use stunning imagery as a strong point of differentiation
for Visit Ruapehu. Their national parks, rivers and countryside are
breathtaking. However a fresh approach was required to reinvigorate this amazing region.
A range of marketing design services were employed to re-establish the Ruapehu region as a major tourism destination in New Zealand. Commencing first with a powerful, Maori-influenced logo device. A professional photographic shoot was then commisioned to highlight key areas in the Ruapehu region. These resources were then leveraged across several marketing projects as per below.
Visit Ruapehu's Visitors Guides
Visit Ruapehu released their new Visitors Guide brochure for 2007/2008 at the end of 2007. Available in i-SITE Visitor Information Centres throughout New Zealand, the 76 page tourism brochure features the famous Tongariro National Park and Whanganui River, along with Ruapehu’s top accommodation and tourism operators. The brochure is a must for anyone travelling/holidaying in New Zealand and also serves as a great travel souvenir with its stunning full page images.
The Visit Ruapehu Official Visitors Guide 2006 was designed to showcase the region’s travel and tourism businesses - accommodation, attractions and activities, shopping & going out and transport. As a point of differentiation the guide used pur binding, matt stock and a stunning collection of spectacular images of the Ruapehu region. The guide includes a well designed detailed map of the Ruapehu region and destination information.
Trade Manuals and Exhibitions
Tourism Rendezvous New Zealand (TRENZ) is New Zealand’s most significant annual international tourism tradeshow. In 2006 Ruapehu Tourism showcased their new brand Visit Ruapehu, using the tagline “An all seasons destination”. Work included exhibition design, large format gallery style posters, vertical silk banners for all operator stands, a Visit Ruapehu Product Manual and digital PowerPoint presentations.
The 2006/2007 Ruapehu Product Manual was designed for trade, with A4 spectacular images of the Ruapehu region and featuring trade-ready accommodation and activity providers. The 2005 Trade Manual was also designed in the same style. Both manuals were very popular at TRENZ.
Visit Ruapehu's Logo
Visit Ruapehu's logo was designed with a strong call to action in mind and to celebrate the region's Maori cultural history and heritage. The symbol represents "unity" between the people who live in this wonderful region and Ruapehu's amazing landscapes and world heritage national parks.
Visit Ruapehu's International Marketing Campaign
An integrated marketing campaign was developed with the Brazin Group in Australia, a publicly listed retailer operating 8 high profile and exciting brands including: Sanity, Virgin Entertainment, Bras N Things, EzyDVD, Ghetto, Dusk, Insane, IN2 Music.
The Brazin Goup had just launched their "Pulse" loyalty card and was seeking brand partners who would fit in with their youthful, energetic brand image. Their new initiative had already been rolled out in 5 states - South Australia, Northern Territory, Western Australia, Queensland and Tasmania and they were about to launch the Pulse program in New South Wales, Canberra and Victoria.
Ruapehu Tourism was invited to be their major prize partner offering a 5 day adventure holiday to Ruapehu for 2 lucky Australian winners. In return Ruapehu were the lead message on all their customers' Pulse Cards for the month of July and August. Every time a Pulse customer purchased an item, their Pulse card was updated with the following message - " Win a 5 day adventure holiday to Ruapehu - To see more amazing holidays www.visitruapehu.com where adventure begins". It also appeared on all purchase receipt dockets.
Retail posters appeared in all Brazin Group stores throughout Australia promoting the the adventure holiday. Ruapehu's website details and adventure holiday details appeared on the Brazin Group's website and also in their email newsletter that was sent out to 100,000 members at the time.
marketing strategy & design services
- Consulting & Strategy
- Project Management
- Brand Identity
- PowerPoint Presentations
- Visitor Guide Brochures
- Trade Manuals
- Magazine Ads - Australia & New Zealand
- Outdoor Billboards
- Posters
- Banners
- Stationery
- Integrated Marketing Campaigns - Australia & New Zealand
See our online marketing services or contact Go Man Go Digital Marketing for more information.
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