Expedition Ice
Brand Strategy & CRM Automation
Expedition Ice is the newest venture from the Tom Barker Group. A four-day experience set against an alpine backdrop, where high-performance driving and refined luxury converge. With no existing brand presence, the challenge was to bring something entirely new to life and launch it in a way that matched the ambition of the experience itself.
The Problem
Expedition Ice set out to deliver a world-class winter driving and adventure experience in the Southern Alps of New Zealand. But launching a premium product in a competitive market required more than a compelling itinerary. Without an existing brand, digital presence, or audience awareness, the experience needed an identity that could immediately communicate exclusivity, excitement, and credibility. The challenge was to build trust with a high-end audience from day one and generate real interest ahead of its inaugural season.
The Solution
We built Expedition Ice from the ground up, creating a brand identity that captured the essence of premium adventure, refined thrill, and alpine grandeur. Brand Strategy and Identity Leading brand strategy and working with carefully selected creative partners, we developed a visual and verbal language that reflected the calibre of the experience. Every element was anchored in luxury, performance, and the awe of New Zealand's most iconic landscapes. Social Media Presence We extended the brand across digital touchpoints, establishing a social media presence that introduced the experience to the world, built intrigue, and positioned Expedition Ice as a must-attend moment for high-performing individuals. Email Marketing An email strategy was developed to nurture early interest from the ground up, including waitlist campaigns, launch announcements, and curated content sequences designed to educate, inspire, and convert.
