Now that the team determined the brand framework, it was time to figure out how to position it in the travel market. The Orange Label team flew to Hawaii to gather direct input from those who work with Hawaii Forest & Trail and Kohala Zipline on a daily basis, and interview customers in real-time as they completed tours. An online survey was sent to every customer who had participated in a Hawaii Forest & Trail and Kohala Zipline adventure to discover what set the brand apart from competitors. Orange Label reviewed every interview and survey to pinpoint qualities unique to the brand:
- Over 20 years of experience in the industry
- A well-established reputation both locally and nationally
- A catalogue of exhilarating and educational tours
- Highly knowledgeable guides
- Small tour groups
- Access to private land
- Customizable tour packages
The next part of the project was developing a brand message that would communicate these points effectively. The slogan had to communicate the personalized nature of Hawaii Forest & Trail and Kohala Zipline tours along with the one-of-a-kind guidance guests receive. The phrasing also had to incorporate the tours’ unique location and offerings. Orange Label added up these factors and designed a branding message to use across digital and print platforms: Your Guide to BIG Adventure.
Each word was carefully chosen. “Your” is personal, a quality that represents Hawaii Forest & Trail and Kohala Zipline as a whole: personal experience, personal guide and personal-sized groups. “Guide” harked back to Hawaii Forest & Trail and Kohala Zipline’s highly knowledgeable guides – a key differentiator between the brand and its competition. “Big” not only embodied the company’s location on the Big Island, but also spoke to the extensive list of larger than life excursions the brand offers. Lastly, the Hawaii Forest & Trail and Kohala Zipline experience is more than just a tour, it’s an “Adventure.”
With the core brand messaging in mind, Orange Label created a highly targeted media plan to promote Hawaii Forest & Trail and Kohala Zipline across digital and print platforms.