Rainbow’s End Brand Refresh

We’ve recently undertaken a large-scale brand refresh of Rainbow’s End. Right from the development of a new brand proposition and identity through to a complete overhaul of all marketing communications and the in-park experience.

One of the driving forces behind the refresh of this iconic New Zealand brand was the insights gained through extensive consumer research. There was a disconnect. From the outside everything appeared identical to the Rainbow’s End consumers remembered as kids. Branding, communications and signage. When in fact the park surprised and delighted customers when they did visit, given the huge in-park investment over the past three years.

Our challenge therefore was to communicate to consumers the actual Rainbow’s End experience. To bust through any negative pre-visit perceptions and drive visitation.

Fun On Demand Online

Carrying the new proposition of Fun On Demand through the website was key to ensuring an enjoyable digital experience no matter what device the customer was viewing it on. Whether that be buying tickets or looking for opening hours.



09 489 2709
L1, 8 Hurstmere Rd, Takapuna, Auckland
NB - access is via the alley between Madam Woo and Habitual Fix at 486 Lake Rd.
Mailing Address:
PO BOX 33726, Takapuna, Auckland 0740


03 366 4694
227 High St, Christchurch
Mailing Address:
PO BOX 22656, Christchurch 8140