SAS 2023
In 2023, Bluebridge needed a brand overhaul - including core narrative, key messaging
and visual look and feel. They had long been seen as ‘Number 2’ in the category - but with Interislander struggling with ongoing reliability issues, it was time for a bold reset.
Our new narrative was all about momentum - implying that more and more Kiwis were not just crossing the Strait, but making a conscious change of who to cross with.
SAS 2023
Supporting messaging was grouped into four key strands - a general ‘momentum’ message, and three specific points of difference.
But under the new narrative, we linked all these messages together as a consistent set – relating each benefit back to a typically ‘NZ’ characteristic, attitude or preference.
SAS 2023
A 30 second TVC launched the story - fusing an upbeat Kiwi feel with the sense of a growing movement.
SAS 2023
This was backed by 15 second TVC’s that focused on specific points of difference. But every time, we framed each difference as a natural consequence of the things ‘New Zealand’ did, or the things ‘New Zealand’ cared about.
SAS 2023
This was backed by 15 second TVC’s that focused on specific points of difference. But every time, we framed each difference as a natural consequence of the things ‘New Zealand’ did, or the things ‘New Zealand’ cared about.
SAS 2023
The brand language worked the same way in digital and social channels - highlighting each benefit, but making it feel like just one more reason why New Zealand was choosing Bluebridge.
SAS 2023
And it also let us appeal directly to specific groups of Kiwis... like the vital campervan / motorhome market.
SAS 2023
A detailed brand book gave the client team everything they needed to know to apply the new brand across all future messaging, covering: • Visual style & elements. • Brand tone and language • Key messages • Example assets & collateral.
