The power of choice

The Brief

Tourism Holdings (thl) came to us after another turbulent year for the global recreational vehicle (RV) industry. Economic headwinds, trade tensions, and softer demand in key markets all weighed on revenue and profitability. Despite this, the business remained profitable and continued to pay dividends when many competitors could not.

The brief for the 2025 Integrated Report was clear: maintain investor confidence by communicating optimism about the future, highlight the active decisions taken to right-size and reposition the business, and show how thl’s unique structure – a vertically integrated model spanning manufacturing, rentals and sales, across multiple global markets – gives it choices others don’t have. The new Auckland global HQ, symbolising unity and readiness, was also to feature as a tangible signal of confidence in the road ahead.

The Solution

Our strategic insight was that thl’s vertically integrated, multi-market business model effectively gave it a range of levers to pull. While thl never framed their actions as “choices,” we could see that this was exactly how they were navigating a difficult environment—putting more focus on some areas of the business strategy while temporarily scaling back others. We framed this agility as actively choosing where to focus for greatest value, rather than pressing ahead equally on all fronts when some areas were not delivering the required returns in the current environment.

This insight became the organising idea for the report’s narrative thread: the power of choice. It provided a simple but powerful lens through which investors could see that thl was actively managing complexity, not passively enduring it. By making clear that management was considering all available options, and transparently showing how they were prioritising them, the report reassured investors that today’s decisions were aligned with protecting and growing long-term value.

Design played a crucial role in reinforcing this story. We evolved last year’s report design into something lighter, fresher and more sophisticated, aligning with thl’s brand character while delivering a clearer flow of information. 

The design idea was to emphasise the concept of strategic choices through, dashboard-style performance elements. A headline font was added to reflect the performance edge, supporting the dashboard elements used. The dashboard devices were used to simply show how different aspects may be dialled up or down, in response to market dynamics and other factors across the business. Rich imagery spanning Aotearoa New Zealand and global landscapes reinforced the idea of journeys, choices and agility. The new Waitomokia HQ was presented as both a literal and metaphorical hub, unifying operations, creating efficiencies, and embodying thl’s global mindset.

The report continued to celebrate thl’s people, whose resilience and optimism underpin the company’s progress. The report balanced transparency about the hard decisions taken, with confidence in long-term strategies such as vertical integration, digitalisation, sustainability initiatives, and global scale.

The Results

The 2025 Integrated Report successfully reassured investors and stakeholders that short-term setbacks were temporary interruptions to progress. It demonstrated how thl’s diversified model and consolidated systems provide options and resilience when others are constrained.

The final report held onto core positioning while remaining flexible enough to fine-tune messaging as market conditions shifted in real time. Investors were reassured that thl is not only weathering today’s volatility but is well positioned to capture growth once global demand returns.

By uniting clarity of storytelling with confident, modern design, we helped thl communicate what really mattered: that despite a challenging year, the business is resilient, prepared, and optimistic, with many paths leading to a bright future.