On Board Tasmanian Expedition Cruises

Tasmanian Boat Charters is a business that delivers a unique Tasmanian wilderness adventure with all the creature comforts one would expect on a high-end tour. Its expeditions are a smorgasbord of yin and yang; from the east to the west coasts of Tasmania, rugged exploring to high-end accommodation. These elements, paired with expert guides, chefs and luxury hospitality, give people the opportunity to explore a Tasmania they never knew existed. 


The Challenge
The existing name was leaving customers confused as they weren’t in fact a charter company, and the brand had grown tired.

The time had come for them to embrace their nature, challenge their competition and reinvent the brand into something that matched their exceptional product. 


Our Approach
With a dizzying array of Tasmanian scenery, attractions and gourmet delights, it was unsurprising that a new brand could risk creating sensory overload. We knew an elegant and memorable approach needed to be undertaken. 

We didn’t want to lean into any tourism or Tasmanian cliches; instead we wanted to find clear air and set the standard for what a luxury tourism brand could be.


Project Scope
With a full rebrand, we were tasked with developing a new name and brand identity. We had to build a new website, a full suite of stationary, illustrated tour maps, brochures and the livery for the new multi-million dollar boat that was being built. 
We also had to develop an integrated advertising campaign for the national market, including Press, Posters, Digital Display, Social Media, a Brand Video and an Adwords campaign.


The Result
We worked with the entire team, from the owners to the chef and even the seaplane pilot, to capture the essence of the brand. Tasmanian Boat Charters was no more, and OnBoard – Tasmanian Expedition Cruises was born.

Focusing on the wild and windswept colours of the spectacular tour locations, Port Davey and the East Coast, we were able to build a texture palette and language approach that added depth and personality across the brand, highlighting what customers were curious about and what a cruise to some of Tasmania’s remotest destinations might entail. 

With their new vessel now launched, On Board has finally realised its dream to become a sophisticated offering, winning multiple tourism awards and booking tours seasons in advance.


“Inclusive Creatives have been very engaging in this project and it was a pleasure to work with
the entire team.”

– Pieter Van der Woude, Owner


“Thanks Sunny and Sam! It’s been a pleasure working with you guys on this exciting project. Great to see it coming alive!”

– Alice Van der Woude, Marketing Manager

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