Ghost Touring
Kayak & Paddle
OBJECTIVE
This project aimed to create a distinctive and memorable brand identity for Ghosts Touring: Kayak and Paddle, an innovative experience that blends the thrill of ghost storytelling with the peaceful adventure of kayaking through Austin’s scenic waterways. Positioned as both an outdoor adventure and a cultural deep-dive into local lore, Ghosts Touring offers a unique experience for tourists and locals alike. This project involved comprehensive research into the brand’s conceptual foundation, competitive landscape, and audience expectations. The objective was to build a visual and verbal identity that communicates the unique fusion of eerie, otherworldly intrigue with the calm and reflective nature of paddling—crafting a brand that is as haunting as it is serene.
APPROACH
The creative direction for Ghosts Touring was guided by the interplay of mystery and nature, capturing the spectral essence of ghost stories while honoring the natural beauty of Austin’s rivers and lakes. Custom illustrations and iconography were developed to evoke the paranormal without feeling overly theatrical—balancing intrigue with subtlety. The final identity creates a sense of immersive storytelling—inviting guests to step into a world where ghostly legends drift across still waters, and every paddle stroke uncovers another layer of Austin’s haunted past.
Who are we?
Ghosts Touring: Kayak and Paddle is not just another tour company; we are architects of extraordinary experiences. We are not confined by the ordinary, but rather pioneers of a unique fusion adventure that intertwines spine tingling ghost stories with the tranquil rhythm of kayaking on Austin’s waterways. We are not about generic tours but instead offer a journey that transcends expectations, immersing our customers in the mysteries of the city’s history and the allure of the supernatural. We are not solely a business; we are storytellers on water, passionately dedicated to crafting memories that linger long after the paddle has stilled. Ghosts Touring: Kayak & Paddle is not a typical tour- it’s an invitation to embrace the extraordinary.
S.W.O.T. Analysis
Strengths
Unique Concept: The fusion of ghostly storytelling with kayaking sets Ghosts Touring apart, offering a truly distinctive experience.
Location Advantage: Operating in Austin, a city known for its vibrant culture and waterways, provides a strong local customer base and tourist attraction.
Experienced Guides: Knowledgeable and engaging guides enhance the overall experience, ensuring safety and entertainment
Weaknesses
Weather Dependency: Outdoor activities are susceptible to weather conditions, potentially affecting the operation of tours.
Niche Market: The unique concept may limit the target audience, as it caters specifically to those interested in both paranormal stories and water activities.
Equipment Maintenance: The upkeep of kayaks and paddling equipment is crucial; any lapses in maintenance could impact customer satisfaction and safety.
Opportunaties
Event Collaborations: Partnering with local events or festivals could provide additional exposure and attract a broader audience.
Seasonal Themes: Introducing seasonal or themed tours based on holidays or local events can keep offerings fresh and attract repeat customers.
Digital Marketing: Expanding online presence and leveraging social media can reach a wider audience and generate buzz around unique experiences.
Threats
Competition: The Potential emergence of similar concepts or established competitors entering the market may pose a threat.
Economic Downturn: During economic challenges, discretionary spending on recreational activities may decline.
Regulatory Changes: Changes in local regulations regarding water activities or ghost tours could impact operations.
