Brand Tone

Adventurous, encouraging, community-focused, enthusiastic, welcoming, passionate, and reassuring, with an emphasis on safety.

Brand Values

• •Adventure
• •Community
• •Safety
• •Passion for Swimming
• •Appreciation for Nature

Best Practices

• •Lead with Adventure: Always frame the narrative around the experience and the challenge. Use active, evocative language to stir a sense of excitement.
• •Emphasize 'We' over 'You': Foster a sense of community by using inclusive language. Talk about what 'we' will do together, reinforcing the shared experience.
• •Integrate Safety Naturally: Weave in messages of safety and support to build confidence. It shouldn't be just a disclaimer but a core part of the value proposition.
• •Showcase the Scenery: Use descriptive language that paints a vivid picture of New Zealand's stunning landscapes. Let the beauty of the locations be a key selling point.
• •Maintain an Encouraging Tone: Whether addressing elite swimmers or beginners, the copy should always be positive and motivational. Celebrate the effort and the journey, not just the outcome.

Social Perception

The brand is perceived as cultivating a positive and supportive community, inclusive, and having a favorable public image due to events like charity swims. It's seen as a specialized and passionate operator providing challenging yet well-supported swimming adventures.

Copy Examples

• •Answer the call of the wild. Our new Coromandel swim tour is a journey into crystal-clear waters and breathtaking coastal scenery. Are you ready for your next adventure? #SwimscapeAdventures #OpenWaterSwimming
• •Challenge your limits. Conquer the currents. The Lake Taupo Marathon Swim awaits. A true test of endurance for the dedicated swimmer. #Swimscape #MarathonSwim
• •Dip your toes into the world of open-water swimming. Our guided group swims are the perfect, safe introduction to a lifetime of adventure. Join our community! #SwimNZ #SocialSwim
• •Remember the thrill? The shared stories? We're gearing up for a new season of unforgettable swims. As part of the Swimscape family, get early access to our 2026 calendar. #WeAreSwimmers
• •Your adventure, our priority. At Swimscape, every stroke you take is backed by our expert safety crew. So you can focus on the beauty of the swim, worry-free. #SafetyFirst #SwimSmart