Portrait of a Legend

Robert Pennicott is a Tasmanian legend and an Australian tourism icon. Rob and his team of guides have been operating spectacular coastal scenery and wildlife tours since October 1999.

Rob is big on giving back to his community and has won too many awards to note here.

Robert approached SmithAssociates in 2009 to strategise a cohesive identity for the business as it expanded. Here’s what we created.

Our insight. We created the masterbrand Pennicott Wilderness Journeys and promotions across the business. We then produced all templates for internal use to help his team go forward.

We also created the ‘Follow the yellow boat road’ story, to ensure the growing number of international and national visitors identified the famous tour by looking for the iconic yellow-hulled boats. And the life-size model seal we installed on the bags conveyor belt of Arrivals at Hobart Airport, delights children of all ages to this day.

How did things change? Today, there are six tours under the Pennicott Wilderness Journeys masterbrand.

We also volunteered our services pro bono in support of Robert’s famous circumnavigation of Australia to raise money to rid the world of the disease, Polio. Alongside building the project website and animation for a Community Sponsorship Advertisement, SmithAssociates negotiated free nationwide CSA spots across five major TV networks and 117 radio stations.

How Rob feels about what we created for his brand, is below, but first, you really should have a look at just how many awards Pennicott Wilderness Journeys has won, here.

“SmithAssociates clearly addressed our key brand drivers and communication goals and allowed for ongoing flexibility. The staff at SmithAssociates are extremely enthusiastic and work as part of our team to meet our objectives.”
Robert Pennicott - Founder, Pennicott Wilderness Journeys
Jarvis Web Solutions Ltd.

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