Ruapehu Alpine Lifts (RAL) Life Pass
The last time a pass of this magnitude was offered was over a decade ago, so needless the branding had to be pretty spectacular. We needed to convince people why a Life Pass was worth investing in. The answer was obvious—because a Life Pass would guarantee you a mountain of moments, and a lifetime of laughter.
On-site photography captured the intimate moments we share with friends and family on our great maunga, reflected through the colourful lens of their ski goggles. It’s these experiences that connect people, and it’s this that we wanted others to see.
Photography was paramount in communicating how a Life Pass makes people feel, and from this the colours were used across marketing collateral to disrupt what people would usually expect from the RAL brand.
With our help, RAL smashed their estimated sales—that's gotta count for something!
Copywriting
Social media creative
Photographic art direction
Print collateral design
Campaign identity
Web design
Photography by Martyn Davies.
Project completed in 2016 under the guidance of Good Graphic Design.