Backpacker Is Back In Style

TRADE & BUSINESS VERSION DATE: 9 th October 2007 FOR IMMEDIATE RELEASE

Backpacker Is Back In Style

Tourism Holdings Limited ’s (THL), Backpacker brand is making a splash in the tourism industry with a bold new look for its Backpacker campervans.

The new logo and branding is designed to better reflect Backpacker ’s modern image and where it sits within New Zealand ’s ever -evolving tourism industry.

The Backpacker re-brand is being rolled out across the entire fleet in both New Zealand and Australia and the reveal of the new Backpacker identity is just the beginning of a serious investment by THL and some pretty aggressive marketing activity behind the brand over the next financial year. THL also expects to double the Backpacker fleet in the next 12 months.

Our beautiful country is a leading destination on the global backpacker trail, largely due to its reputation for low cost, safe travel. And whilst backpacking around New Zealand has long been a rite of passage for international travellers, with growing awareness around air miles and a better understanding of the natural beauty of our local environment, it is quickly becoming a top choice for Kiwis as well.

Nowadays age is not a major factor in this lifestyle choice. Backpackers span all ages, - the majority being in their mid 20s to mid 30s - and come from a variety of backgrounds.

“Backpacker is one of the country ’s original campervan rental companies and we have been helping tourists and locals alike explore this beautiful nation for eight years. However, during that time New Zealand has changed significantly – from a relaxed, bucolic nation to a modern and sophisticated destination,” says Nicole Bailey,Brand Manager,Backpacker .

“It is important that the Backpacker brand continues to genuinely represent the full range of people in this market who travel New Zealand in campervans. We know that backpackers come from all walks of life and all parts of the world and we wanted a look that would speak to all of them.”

One of the country ’s leading and indeed larg est campervan rental companies, Backpacker is dynamic and straight talking. The new identity encapsulates these values beautifully.

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