Brand Tone

Friendly and Approachable, Knowledgeable and Passionate, Professional and Reliable, Caring and Personalized, Inspiring and Adventurous

Brand Values

• •Personalized Experiences
• •Local Expertise and Authenticity
• •High-Quality Service
• •Passion for New Zealand
• •Small Group Focus
• •Sustainability and Environmental Consciousness
• •Creating Unforgettable Memories
• •Tradition and Family

Best Practices

• •Embrace Storytelling: Share anecdotes, highlight the personal touches of your guides, and paint vivid pictures of the experiences rather than just listing features. Use words that evoke discovery and wonder.
• •Prioritize "You" (The Customer): Focus copy on the benefits and experiences for the traveler. Use language that speaks directly to their desires for adventure, authenticity, and personalized journeys.
• •Showcase Guide Expertise and Passion: Regularly feature your guides in your content. Use their voices, share their favorite spots or stories (with permission), and emphasize their local knowledge and enthusiasm.
• •Maintain a Warm and Welcoming Voice: Even in more formal communications, let the friendly, approachable nature of the brand shine through. Use inclusive language and a conversational style where appropriate.
• •Reflect Core Values Consistently: Ensure all copy, whether for the website, social media, or ads, subtly reinforces key values like personalization, sustainability, local connection, and creating unforgettable memories.

Social Perception

Highly Positive, Trusted Experts, Exceptional Guides, Value for Money, More Than Just a Tour Company

Copy Examples

• •Headline: Discover the Real South Island. Your Adventure Awaits. Body: Tired of the typical tourist trail? Let our passionate local guides show you the hidden gems and breathtaking landscapes of New Zealand's South Island. Small groups, big memories. Explore with Canterbury Trails.
• •Headline: More Than a Tour, It's a Story. Let Us Share Ours With You. Body: For over 25 years, Canterbury Trails has been crafting personalized journeys that connect you to the heart of New Zealand. From majestic mountains to vibrant local culture, experience it all with guides who feel like old friends.
• •Headline: Your South Island Dream Trip, Made Real. Body: Imagine exploring ancient rainforests, spotting unique wildlife, and hearing captivating local tales. At Canterbury Trails, we tailor every adventure to your pace and passion. What will your story be?
• •Headline: Unforgettable Scenery. Unbeatable Guides. Uniquely Canterbury Trails. Body: Journey with us through the stunning vistas of the South Island. Our expert local guides are dedicated to making your experience rich, personal, and truly unforgettable. Adventure sustainably, explore authentically.
• •Headline: Small Group Adventures, Big New Zealand Heart. Body: Experience the warmth of Kiwi hospitality and the wild beauty of the South Island with Canterbury Trails. We keep our groups small so your experience is personal, immersive, and packed with wonder.