Queenstown Winter Festival
About This Project


case study






Over the past 40 years the Queenstown Winter festival has grown into New Zealand’s greatest celebration of winter. Our client American Express has been a partner for the past 25 years and commissioned us to create a high impact design that would ensure the town was painted blue!



Develop a suite of high impact merchandising and marketing materials that would appeal to customers and visitors as well as engaging American Express merchants to get into the spirit of the festival.



– In-store branded merchandising kits including
– Strings of blue coloured fairy lights
– Posters
– Snowboards
– Other window dressing materials
– A “shop blue to win” customer promotion



With the landmark 40th anniversary of the festival, our goal was to create a “fairyland” in magical Queenstown and that would reinforce the American Express 25’th year of sponsorship in a charming, engaging and memorable fashion. The challenge was to create an environment that was high impact yet simple to implement, as the Amex merchants would use the merchandising materials to create a unique look and feel in their own shop or outlet.



“Shop blue” was our theme, designed to reinforce a colour associated with winter, the American Express signature colour, and the ‘shopping’ theme so essential for consumers and merchants alike. Strings of blue lights identified stores accepting American Express Cards, and we developed a full suite of versatile material for the merchants to use in the creation of their own individual displays. The snowboard was a favourite, symbolising the energy and fun of Queenstown in winter. The customer promotion was a great success in driving business to the stores, and the merchants posted images of their unique use of the available materials. An outstanding success – designed in Australia, and implemented in New Zealand!