Overview

 

In 2010-11, Rainbow Springs, one of Rotorua's most cherished and historic attractions, embarked on an ambitious redevelopment project to rejuvenate its appeal and modernize its offerings. This comprehensive redevelopment aimed to enhance visitor experience, celebrate New Zealand's unique ecological heritage, and position Rainbow Springs as a must-visit destination for both domestic and international tourists.

The Challenge Rainbow Springs, which had long been a staple of Rotorua's tourism landscape, faced a decline in visitor numbers and relevance. To maintain its position as an iconic attraction, it needed to evolve and introduce fresh, engaging experiences while preserving its core values of showcasing New Zealand's natural beauty and wildlife.

​

The Redevelopment Plan To breathe new life into Rainbow Springs, a multi-faceted plan was devised. This included the introduction of new activities and attractions, updated branding, and a strategic marketing push.

​

1. New Attractions and Experiences:​

   • Free-Flight Bird Show: Rainbow Springs introduced a free-flight bird show, which featured native and exotic birds performing in an open-air environment. This show underscored the park’s dedication to wildlife conservation and education, giving guests an up-close look at New Zealand’s avian diversity.

   • Interactive Educational Experiences: The redevelopment also emphasized hands-on learning, with new exhibits and interactive areas that provided insights into the country’s unique flora and fauna.

2. The Big Splash Water Ride: A central highlight of the redevelopment was the launch of The Big Splash, a log flume-style water ride featuring animatronic elements. This attraction took visitors on a journey through New Zealand's ecological evolution, showcasing scenes from the prehistoric age to modern-day forest environments. The ride culminated in an exhilarating splashdown, adding an element of adventure that appealed to families and thrill-seekers alike.

3. Brand Refresh:

   • New Characters: The redevelopment included the creation of new mascots and characters that added a friendly, relatable touch to the park's storytelling. These characters engaged with visitors, especially children, enriching the overall experience.

   • Updated Branding: The visual identity of Rainbow Springs was revamped to reflect its new, dynamic image. The updated brand represented a harmonious blend of fun, adventure, and ecological education, reinforcing the park’s mission to educate and entertain.

4. Marketing and PR Strategy:

   • Television Commercial and PR Campaign: A significant promotional effort was rolled out, including a high-impact TV commercial that showcased The Big Splash and other new offerings. The commercial highlighted the excitement and educational value of the park, appealing to families and nature enthusiasts.

   • Media Engagement: A comprehensive public relations campaign secured coverage across major media outlets, creating buzz and anticipation for the revamped park.

   • New Website: To complement the physical upgrades, Rainbow Springs launched a new website. The site was designed to be user-friendly, with enhanced visuals, detailed attraction descriptions, and easy navigation, making it simpler for potential visitors to plan their trips.

Outcomes

The redevelopment of Rainbow Springs was a major success, reinvigorating interest in the attraction and significantly boosting visitor numbers. The combination of adventure, education, and conservation resonated well with the audience, positioning Rainbow Springs as a contemporary, must-visit destination in Rotorua. The addition of The Big Splash ride and other interactive features created memorable experiences that drew both repeat visitors and newcomers, reinforcing Rainbow Springs’ status as a beloved Kiwi icon.

​

NZ Herald Article

​

​

​

​

​