Star RV Brand Strategy & Launch Campaign | Tourism Marketing NZ
Star RV is a premium travel brand launched across Australia and New Zealand by JUCY. These Guys I Know were engaged to lead the brand strategy, brand identity, and go-to-market approach, developing a distinct premium offering supported by content, communications, and digital experience.
This project demonstrates how strategic brand development, creative execution, and marketing can work together to successfully launch a new brand into market.
Brand Strategy for a Premium Travel Brand
We led the brand strategy for Star RV, defining how a premium travel offering would sit alongside JUCY’s existing value-led brand. This included identifying market opportunity, audience positioning, and ensuring both brands could operate clearly within the same portfolio.
A key part of this work was developing a brand architecture that allowed Star RV to stand independently while still benefiting from the credibility of the wider JUCY group.
Brand Identity, Positioning and Design
A distinct premium brand identity was developed to differentiate Star RV from JUCY’s budget offering. This included logo design, visual identity, vehicle livery, and brand guidelines that elevated perception across all touchpoints.
The positioning was centred on a more considered and premium travel experience, supported by the brand line “Something Special Awaits.”
Content, Digital and Go-To-Market Strategy
Alongside brand development, we delivered a content and marketing strategy designed to engage audiences and drive bookings in an online-first category.
This included developing the brand story, writing all communications, and working with digital teams to deliver a website experience aligned with the brand, including SEO-focused content.
A “Star Stories” content platform was created to bring the brand to life through storytelling and customer experience.
Campaign Results and Impact
The launch of Star RV successfully established the brand in the premium travel market across New Zealand and Australia.
The campaign delivered strong results across brand awareness, digital engagement, and bookings, exceeding expectations in its first year.
This work demonstrates how brand strategy, marketing, and content can combine to deliver measurable business outcomes.
Award Recognition
The Star RV project was recognised at the New Zealand Marketing Awards, reaching finalist status in both Brand Strategy and Brand Transformation categories.