Rainbow’s End Brand Refresh
We’ve recently undertaken a large-scale brand refresh of Rainbow’s End. Right from the development of a new brand proposition and identity through to a complete overhaul of all marketing communications and the in-park experience.
One of the driving forces behind the refresh of this iconic New Zealand brand was the insights gained through extensive consumer research. There was a disconnect. From the outside everything appeared identical to the Rainbow’s End consumers remembered as kids. Branding, communications and signage. When in fact the park surprised and delighted customers when they did visit, given the huge in-park investment over the past three years.
Our challenge therefore was to communicate to consumers the actual Rainbow’s End experience. To bust through any negative pre-visit perceptions and drive visitation.