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Shotover Jet launches new international brand

Media release from Shotover Jet
30 October 2008

Shotover Jet launches new international brand

The world’s most exciting jet boat ride

Queenstown’s Shotover Jet, the world’s most exciting jet boat ride, is launching a dynamic new campaign to further strengthen its position as a market leader in the New Zealand tourism industry.

Building on its already internationally recognised brand and iconic status, the Shotover Jet management and marketing team believed it was time for a brand ‘refresh’ and a new and stronger ‘look’ to its promotional and advertising material.

After intensive customer-driven research, the result is a sharp new brand design and superb new canyon imagery to convey the thrill factor of a Shotover Jet trip and its unique and dramatic location. There is a strong focus on the key factors that make Shotover Jet different from other activities, clear and concise wording, and more use of the company’s distinctive red in all collateral.

“This is the largest revamp the company has undertaken since it rolled out the Thrill Therapy concept in the late ‘90s, and if anything is going to make us stand out even more in the minds and hearts of potential clients, this is it,” said Shotover Jet Manager Clark Scott.

“We’ve got a totally unique location and we offer a totally unique experience, but as more and more activities compete for the tourism dollar in Queenstown and around New Zealand we have to continually reinforce the fact that we’re at the top of our game, and that a Shotover Jet trip isn’t just a great thing to do, it’s a ‘must do’.

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“We’ve thrilled more than 2.5 million people since 1970, and this brand refresh is going out there to remind the next 2.5 million people that they can’t afford NOT to experience the world’s most exciting jet boat ride.

“Taking stronger ownership of the colour red and using dramatic canyon images reinforces the fact that we’re exciting and unique, and the new brochures, posters, vehicle branding and advertising certainly get that message across.

“It’s all about real people having fun, and setting the platform for another 38 years of success.”

The new-look brand will be unveiled at an industry and media launch event today (Thursday 30 October) at Shotover Jet’s Arthurs Point headquarters and will be launched to the public tomorrow (Friday 31 October).


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