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Brand Identity / Logo Design Marketing

Go Ape shows its human side with brand evolution

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By John Glenday, Reporter

July 1, 2019 | 2 min read

Outdoor adventure specialists Go Ape! Has overhauled its branding to appeal to a new generation of thrill seekers with the launch of a new logo and marketing campaign.

Go Ape

Go Ape! show their human side with the latest brand evolution

Developed by Impero the ‘Feel 50ft Tall’ campaign has been designed to win over urban audiences in the 18-35 age bracket by encouraging them to cast aside reservations in order to go back to nature in the woods.

This dovetails with a revamped logo overhauled at the hands of Littlehawk which seeks to re-energise the company website and outdoor sites with a more modern look.

Jo O’Boyle, head of marketing at Go Ape, commented: “The unique difference between Go Ape and doing other outdoor activities is the feeling that you get from pushing yourself out of your comfort zone. There will be a part during the course where most people will wonder what on earth they are doing and how they are going to tackle the next obstacle but when you face your fears head on the feeling that you walk away with is amazing. That’s the Go Ape feeling and that’s your 50 Feet Tall moment.”

Go Ape! has netted itself an ambitious expansion goal with a target to strap in over two million adrenaline seeking customers per year by 2023, fueled by a mixture of tree-top rope climbing, zip wires and canopy-height trampolines.

Past campaigns have focussed on the social media potential of a day spent scrabbling across Go Ape's vertiginous assault courses by encouraging customers to share their exploits on Facebook and Twitter.

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