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 adrenalin pumping with adventures nobody else was offering.
We began thinking about just what the adventure market wasn't. It's not all sunshine on a beach, or kiwifruit cocktails. It's about building a brand that promises bigger, faster and higher. It also needed to convey that you don't need to be a pro-surfer to experience the waves here, just have the stones big enough to try.