Fury | PHAT

PlayHarder

Play Harder Adventure Tourism. New, high-octane tours of New Zealand

Adventure racing

DesignBrandingMessagingOnline

The introduction

With a massive Chinese tourism market, PHAT came to us with their idea. Ditch all the classic ideas within China on what a New Zealand experience should be, and cater to the rich, younger market looking to get their adrenaline pumping with adventures nobody else was offering. What does that look like?

Something like...

Conversion brochures

The Challenge

Never having worked in the tourism industry before, this was an exciting prospect for us! Appealing to an overseas crowd, to shift the focus from New Zealand being a 'bus tours and culture' destingation fro the Chinese market, to one where young people could experience the adventure thrills we offer. We began thinking about just what the adventure market wasn't. It's not all sunshine on a beach or kiwifruit cocktails. It became about building a brand that promises bigger, faster and higher.

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and inspiring stories

for in-house brands

The 'X-treme' adventurer

The Plan

Building the brand from scratch allowed us to research and devise a way to appeal to the overseas market, while also ensuring there would be engagement from the local one. Tourist operators here were left to the team at PHAT, we went after the imagery and impact needed to convince Chinese people with the means that travel here would be unmissable.

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Overseas promo banners

High-end letterheads

and business cards

The Delivery

Delivery isn't always easy. Hell, it rarely is - but we made sure the collateral and back-up material was created to take an overseas thrill-seeker and sell them on an adventure in New Zealand. Not one their parents wanted - one for them. With the resources available to promote, re-engage, convince and then host visitors to adventure hot-spots, we left it to the team to deliver.

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