Pre-pandemic, 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 adrenaline 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 became about building a brand that promises bigger, faster and higher.