BlueOcean was challenged with the task of helping a holiday park break away from an established group brand, strategically align its values inside and out, and create its own unique foothold in the market as a destination in itself.
Lake Taupo Holiday Resort was a tried-and-true place for kiwis to go on a local holiday. To take their business to the next level, break ties with the TOP10 group and claim their place in the hearts, minds and holiday plans of everyday Kiwi's they needed to understand their customers and stand for more than they did.
Our strategy redefined the value proposition and positioning of Lake Taupo Holiday Resort; shifting them from being "the place we can afford" to "the place we are proud to go to".
From there, we built a new brand that blended nostalgic elements of Kiwiana with the bold appeal of the tropics.
Sustained brand communications cemented the position of Lake Taupo Holiday Resort in the minds of the customer. Extensive use of social media campaigns created a fanatical following of holiday-makers who share memories with each other and even make plans to meet at the resort in posts and their feeds. In parallel, we developed a value-based yield strategy to maximise the profitability and this was rolled out in conjunction with a customer-centric website for guests.
Sales activation campaigns were executed to grow occupancy outside of the peak holiday periods which were built around seasonal value elements at the resort and surrounds. These changing flavours of value were translated through seasonal positioning and code-play with the brand.
We also developed internal dashboards, KPIs, and processes to validate that a customer-centric approach was lived and breathed throughout the organisation. It gave the staff a sense of achievement and a way of monitoring performance that the work they were doing was producing the experience and stay customers wanted.
each year, for the past 5 years.
...and reached North-Island-icon status.
See a sample of our favourite client success stories.
Challenge: To align six dental practices across New Zealand behind the founders values and deliver better outcomes for patients. To make the organisation less dependent on founders and ready to scale.
Approach: Define and document purpose, goals and patient value. Build a strong organisation and brand focused around customer centricity. Implement streamlined processes, systems and structure across all practices to ensure consistent delivery of highest value.
Challenge: Aligning strategy, sales and service to achieve growth in a market dominated by large and influential competitors and clients.
Approach: A strategic shift from equipment supplier to solutions partner. Redefinition and refinement of segmentation, targeting and value proposition. Sales and Marketing knowledge exchange to provide a two-way market feedback loop and shape communications execution.
Challenge: Shape an already successful organisation to become a fully-fledged hotel group, centred around the customer.
Approach: Internal stocktake of culture, systems and process from the boardroom to the broom cupboard. Market research. Value Proposition design. Processes, scorecards and objectives set at every level of the organisation. Brand refresh. Portal and property-level websites. Marketing comms execution.
Challenge: Help a business that had achieved light-speed growth to reaffirm their values before taking on big new markets where the competition already has a foothold.
Approach: Listen and learn the back story. Primary and Secondary market research to understand the end-consumer. A new value proposition, brand refresh, customer journey mapping and market penetration strategy.
Challenge: Client needed to stand independent from TOP10 holiday parks after heavily investing in upgrading their park to a holiday resort; and wanted to create long term growth strategy.
Approach: Clarify and refine a clear value proposition by shifting to their strategy from product to customer centric. Align marketing and digital to communicate value to target markets and distribution channels. Create a pricing strategy to maximise yield and occupancy.
Challenge: Take a business with incredible internal culture and turn it into a value proposition to gain competitive advantage in a red-ocean market. Attract and retain good-fit staff.
Approach: Understand the culture and leadership. Understand the customer. Develop a differentiated value proposition, translate through brand and take to market.
Challenge: An incredible property that was being sold as an overnight luxury lodge, rather than a destination in its own right, with some misaligned guest expectations.
Approach: Define who the customer is, understand their journey and develop a go to market strategy and positioning. Build a clear value proposition, a brand and an innovative digital strategy that attracts the right guests and is understood by trade distribution channels.
Challenge: Taupo based yachting excursion company suffered a terrible blow. One of their yachts ran aground, instantly halving their business potential. A new vessel was acquired but it didn’t fit the sustainability brand values. With the clock ticking towards summer an entirely new value proposition had to be developed to maintain their eco-friendly reputation.
Approach: Drive campaigns to target market segment. Develop new products and propositioning for new vessel while maintaining continuity with the over-arching brand.
Challenge: In an industry that is overwhelmed with travel options how does one luxury travel company stand apart from the others and increase bookings and dollar value of high net worth travellers?
Approach: Define the intrinsic value that our client offers outside of the “holiday package” market. Develop a separate strategy for the owner of the company as the definitive expert in the luxury travel market.
Challenge: Implement a new brand and grow revenue for a Wanaka based climbing business. Develop a long-term strategy to keep the business sustainable in an industry that has been predicted to decline.
Approach: Develop a guest focused strategy through emotional values rather than competing on product and price.