Expedition Ice
Brand Strategy & CRM Automation
Client
Expedition Ice
Industry
Experiances
Website
Expedition Ice is a bold new venture from the Tom Barker Group—offering a four-day curated experience that blends high-performance driving with refined alpine luxury. With no existing brand presence, the challenge was to bring this premium experience to market with clarity, impact, and aspiration.
The Problem
As the newest offering under the Tom Barker Group, Expedition Ice set out to deliver a world-class winter driving and adventure experience in the Southern Alps of New Zealand. However, launching a premium new product in a competitive experience market required more than just a compelling itinerary—it needed a brand identity and digital experience that immediately conveyed exclusivity, excitement, and credibility. With no existing digital infrastructure or awareness, the challenge was to craft an entirely new brand, build trust with a high-end audience from day one, and drive early interest and sign-ups ahead of its inaugural season.
The Solution
To successfully launch Expedition Ice, we built the brand from the ground up—crafting an identity that conveyed premium adventure, exclusivity, and refined thrill. Our team developed a visual and verbal language that reflected the calibre of the experience, anchored in luxury, performance, and awe-inspiring landscapes. We extended this brand across digital touchpoints, beginning with a social media presence that introduced the experience, built intrigue, and positioned it as a must-attend event for high-performing individuals. An email marketing strategy was developed to nurture early interest, including waitlist campaigns, launch announcements, and curated content sequences that educated and inspired. To accelerate awareness and drive qualified traffic, we executed targeted social advertising campaigns designed to engage an aspirational, experience-seeking audience across Meta platforms. From campaign creative to audience segmentation, our focus was on building anticipation and filling the top of the funnel with intent-rich leads.
