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Explore NZ has launched a new look under the inclusive brand Explore Group, bring all of the company's 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 group brand will spread the seasonality of the operations, according to Explore Group CEO Kit Nixon. 'With most of the products being seasonal activities, working with the group focus across the locations will prove a great means of cross utilising staff and knowledge at peak times,' explains Nixon. The brand development process also gave birth to a new logo and tagline - Unique Experiences in Amazing Places. Six sub-brands sit within the group - Explore Sailing, Explore Marine Wildlife, Explore Amazing Places, Explore Diving and Explore Cruising. The sixth, Explore Events, replaces the Corporate Explore brand for the exclusive charters and MICE (meetings, incentives, conferences and events).
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Explore's founder and managing director William Goodfellow is the driving force behind Explore NZ's evolution from a one boat operation in 2001 to a multi-million dollar Australasian organisation in 2013. He sees the move as a great platform for future development. 'It's an exciting move to the group approach as it strengthens the synergies between operations and allows us to sensibly grow the whole business.' With trade launch events to introduce the brand to New Zealand trade partners last week, new livery on all Explore vessels, new uniform for staff and new season brochures appeared on December 1.A new website is user friendly and functional and includes all group operations across the two countries. Launch dates will follow in Sydney and Hamilton Island in the coming months. << Team Explore at the Auckland brand reveal last week are, from left, Dominic Strobel, Perry Hobson, Lucy Wang, Raynor Haagh, Jessica Rice, Hiro Hoshina, Alyson Curran, Dinna Sansalvador, Tania Burt, Aimee Jones, Kit Nixon and William Goodfellow |
MD William Goodfellow admits that this year has been a busy one, with the rebrand, and the focus on Australia. Complementing the Sydney Harbour experience, the Hamilton Island operation is a joint venture with local operator Cruise Indigo which will become part of the Explore Group. 'We're offering day sailing, diving, eco-trips to amazing places and dinner cruises,' explains Goodfellow. 'We chose Hamilton Island because of its strong brand. We see an opportunity to increase the overall group business as well as further developing the range of experiences.'
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| Sam Allen, Skydive Auckland; Alyson Curran, Explore; Amy Armstrong, Kelly Tarltons and Helen Silvey, Ezitravel | Dinna Sansalvador, Explore (centre) with Heritage Hotel Management's Sherylee Eyles and Shelley Eastwood | Ana Guerrero, Pacific Desintationz; Geraldine Hutchison, Air New Zealand and Gillian Officer, SKYCITY Convention Centre |
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| Cyril Brace, Austin's Food Design Events; Maxine Wallis SKYCITY Convention Centre and Micheal Stokoe, Tourism New Zealand | John Gregory, Pan Pacific Travel; William Goodfellow, Explore and Suzanne Davie, Pan Pacific Travel | Steve Lafferty, Musto Clothing; Adam Taylor, Auckland Museum |
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| Lisa Harris, AOT (NZ) Ltd; Chris Richard, General Travel NZ and Laskarina Chaldeakis, AOT (NZ) Ltd | Mike Tohill, Naked Bus; Dominic Strobel, Explore and Steve Lafferty, Musto Clothing | Explore's refreshed branding with tagline |