From humble beginnings in 1999, iTAG (Independent Travelers Activity Guide) started out in a Queenstown garage with the objective to provide a better way for travelers to disseminate the confusion around what activities cost, how long they took and what others thought was special about them. ITAG was born as a small directory that ordered similar products into categories (ie. Jet Boating, Rafting, Scenic Cruises, River Boarding – all Water Activities). The main Categories of Activities were Water, Air, Land, Fiordland, Restaurants and Snow (in the Winter).
With each product having their own listing that displayed, Price, Duration, Departure times, Things to bring, and most importantly an ITAG Comment that outlined what we thought was unique and positive about that product. We named this product the ITAG Activity and Menu Guide – and was and still is the largest locally printed directory for Queenstown, Wanaka and the Southern Lakes.
ITAG began with a ‘WHY’ – that was to help buyers of activities cut through the confusion of hundreds of options providing key decision making information when they needed it. ITAG also provided front-line staff with a Product Manual that helped them advise and book their guests/clients onto products quickly and confidently. These two original products are still used today, even with the digital information age – because the key product information to validate the purchase decision is still not provided anywhere else in print or online.