New Zealand’s accolade as the world’s adventure capital is getting a further boost in Asia, with the newest Skyline Luge operation set to open in the bustling city of Busan, South Korea in May 2021.
The new development will take over its Tongyeong sister site’s mantle as the largest investment from a New Zealand company in South Korea. The second South Korea luge site will mean additional tens of millions of dollars have been invested across both operations, which make up two of seven original luge sites worldwide.
The FernMark licensee (which has a FernMark licence for the design and manufacture of its luge carts, tracks and robotics) says consumer research shows South Koreans have strong respect for authenticity and originality, with a commissioned study showing 70% of South Koreans perceive Skyline being the originator of the Luge ride as a strongly positive attribute for the brand.
With these perception insights in mind, and to combat imitation copycats, Skyline General Manager for International Luge Operations James Thomas says the insights have even driven a slogan change in this Asian market.
Rebrand work is underway to replace Skyline’s original ‘Once is Never Enough’ catch cry with a literary translation encouraging South Koreans to enjoy the ‘World’s first Luge, landed in Korea’.
“It’s imperative for us to say we’re the originators of this adventure activity,” says Thomas.
“We need the New Zealand credibility behind us to show the world that no matter we’re our luge is located, we’re the real deal, we’re fun and importantly, we’re safe.” The FernMark is a wonderful alignment with the Skyline Luge brand. It is a visual representation of everything that’s good about New Zealand - trust, authenticity and Kiwi ingenuity.
The New Zealand owned company continues to expand its luge adventure sites across the world, with two sites in Gamuda Gardens, Kuala Lumpur and Sheffield, England underway and set to open in late 2022.