Go Orange were a young Queenstown-based company with a big vision for adventure tourism. With an offering spanning jetboating, cruising and kayaking on Milford and Doubtful Sound, whitewater rafting, and 4WD adventures, there was a massive canvas to create a memorable brand experience.
We started with the insight that millennial customers don't want cookie cutter experiences. They want something memorable and shareable that fits their sense of identity. We recognised that, to succeed, Go Orange needed to push past aligning around products or services and align with a larger more audacious purpose that strongly resonates with customers.
From interacting with staff and customers we settled on 'Go Beyond'. A simple, memorable ethos that speaks to travellers desire to experience all the world has to offer and acts as an internal mandate to continuously challenge the status quo.
We worked alongside the awesome Go team for three years to develop and roll out the 'Go Beyond' brand across a massive range of vehicles, vessels, retail outlets, staff clothing and merchandise.
Alongside this we coordinated digital and content-based campaigns in both NZ and Australia and designed and built a promising new customer-focused website to cover all their booking and promotional needs.
🎉 Sensational stats 🎉
Go Orange saw significant market share and revenue growth during this time as evidenced by them making the Deloitte Fast 50 two years running and having many of their offerings running at maximum capacity for large stretches of the year.
Unfortunately, all good things must come to an end and when the pandemic hit Go Orange's parent company made the difficult decision to consolidate all their subsidiaries into a single brand 'RealNZ'.
In the immortal words of Dr Seuss: “Don’t cry because it’s over. Smile because it happened.”