Creative Partnership Generates New Brand Story For GODZone
Thursday 23rd February 2017
GODZone has partnered with award winning Queenstown branding and marketing agency Swordfox to create a fresh look for the international expedition event.
GODZone Race Director Warren Bates says the collaboration has helped to redefine and enhance the adventure race’s identity.
“The event has grown dramatically over the past five years and we always want to push the boundaries and see what’s possible to achieve through technology and marketing. “
“For GODZone to continue its success as a unique adventure brand we need to engage with a massive audience particularly online and Swordfox has assisted us in developing our key marketing initiatives.”
Exploring the fusion of adventure and technology has been at the forefront of what GODZone has developed with a proprietary live website pivotal in allowing viewers an insight into the world of adventure racing.
“We have worked with Swordfox’s online technical experts to take our web platform to a new level and add some dynamic features that elevate the user experience. Viewers will experience some of these new innovations when the race website goes live this Saturday and after the event when a complete new website will be launched.”
Swordfox co owner Georgina Cunningham says the company has a long-term vision for working with GODZone.
“Swordfox have been heavily involved with GODZone having entered a top placing team since its conception. It’s an amazing and addictive competition. We like the people running the show and competing – they are humble, highly skilled, with substance and intelligence. And leave their ego’s at the door to get on with the task at hand and are the kind of people we like to work with and have in our lives.”
“Without intention, we’ve organically drifted toward a partnership. It’s like two separate entities doing what they do well and attracting each other. It’s an effortless vision to remain growing with such a cool crew that have rightfully earned their reputation on the world adventure racing stage.”
The Queenstown Swordfox team is focused on producing big outcomes for clients. Georgina says the company’s vision since conception over 10 years ago is to work everyday with big passion and work ethic.
“Our highly skilled crew consists of Graham, myself, Rebecca, Carson, Mat, Tom and Bridget and we had lots of fun lifting the GODZone brand to new heights by way of purposeful creative ranging from logo and website design, home-grown video clips for social media, marketing documents, race-bib design, the list goes on.”
The Swordfox racing team Swordfox.team will fly the company flag during the seven day event.
“We’re like proud parents watching them dominate GODZone and we wish them all the very best for Chapter 6. Whatever the outcome we’re always appreciative of how they portray our brand and we give special thanks to Nick Ross who was an original team member responsible for lighting the flame back in 2012,” says Georgina. Chapter 6 of GODZone gets underway on Saturday 25th February in an undisclosed location in the Queenstown region. As one of the most technically challenging expeditions in the world, teams will be racing for up to seven days and navigating their way through a distance of approximately 450km with over 10,000m of ascent.
Each team of four must stay within 100 meters of each other at all times as they kayak, mountain bike, trek, raft and climb across some of New Zealand’s most iconic landscapes.