Explore NZ launches Explore Group Brand
DECEMBER 3, 2013
Explore NZ launched its new look brand this week under the new name Explore Group, which will encompass all group operations under the same brand family.
With operations in both Sydney and Hamilton Island in Australia, in addition to Auckland and the Bay of Islands in New Zealand, the new inclusive brand will allow the company to evolve as a group moving forward.
Explore Group CEO Kit Nixon sees the group approach as a great way to spread the seasonality of the operations. 'With most of the Explore Group products highly seasonal activities, working with the group focus across the locations will provide a great means of cross utilising staff and knowledge at peak times'.
Coming out of the intensive brand development process is a new name, look and tagline - Unique Experiences in Amazing Places - aptly summing up Explore's unique tour and cruise offerings in four amazing destinations.
Within the group's operations there will be six sub-brands - Explore Sailing, Explore Marine Wildlife, Explore Amazing Places, Explore Diving, and Explore Cruising. The sixth being Explore Events, replacing what was previously Corporate Explore the exclusive charter and MICE division. These sub brands will help further identify the different offerings while reinforcing a strong group brand identity.
Explore NZ Founder and Managing Director William Goodfellow is the driving force behind Explore NZ's evolution from one boat operation in 2001 to a multi-operation Australasian organisation in 2013. He sees the move as a great platform for future development 'it as an exciting move to the group approach as it strengthens the synergies between operations and allows us to sensibly grow the whole business'.
With launch events to introduce the brand to its New Zealand trade partners last week the brand was officially launched December 1st with new livery on all vessels, new uniform for all staff and the release of new season brochures.
A new website also went live December 1st presenting the new look and changes online. A more user friendly and functional website, it will include all group operations for New Zealand and Australia.
Launch dates will follow in Sydney and Hamilton Island in coming months as they bring the new look onboard.