AbelTasman.com
Bringing a family of visitor businesses together under one brand.
- Client
- The Alborn family
- Online
- abeltasman.com
O’D&Co developed AbelTasman.com as an overarching brand for the visitor businesses owned and operated by the Alborn family of Mārahau. We led the brand and digital strategy to support revenue growth and build awareness across the portfolio.
The project
The Alborn family operated several visitor businesses serving Abel Tasman National Park and the surrounding area.
Together, these businesses offered a wide range of experiences and services. The opportunity was to connect them through a shared brand, making it easier for visitors to discover the wider offering and for the businesses to benefit from one another’s audiences.
The brand needed to draw on the family’s local knowledge while providing a clear commercial direction for marketing and digital activity.
Our role
- Overarching brand development
- Brand strategy
- Digital strategy
- Identity development
- Content coordination
- Project leadership
- Commercial growth planning
We developed the overarching brand and led its brand and digital strategy, working with the family and creative partners to bring the businesses together.
Our work connected positioning, identity, content and the digital visitor experience. We managed and coordinated the project, ensuring the different contributions supported the wider brand and commercial objectives.
Local knowledge was central to the approach. The family’s experience of living and working in the Abel Tasman gave the brand a distinctive perspective and useful content for people planning their visit.
The outcome
AbelTasman.com established a shared brand and digital presence for the family’s visitor businesses.
It brought their offering together in one place, helping visitors explore experiences across the portfolio and giving the businesses a common platform for building awareness and supporting sales.
The work established a coordinated approach to brand and digital marketing around the family’s ambitions for growth.
