The Scenic Rim is a naturally beautiful region located an hour’s drive from the Gold Coast and Brisbane.
Lacking a cohesive brand strategy, the Scenic Rim Council asked us to create a clear plan for the way forward to success.
Our strategy hinged on understanding the tourism industry locally and abroad, as well as the drivers at play when choosing a destination for a short, medium or long stay. We also needed to have a clear understanding of what the region has to offer and what makes it different from, or better than similar destinations in Queensland, Australia and further afield. The proposition was crystallised by the insight that richness was not just intrinsic to the fertile soil of the region but that it extended to the mindset of everyone that lives and works there, namely, their belief that true abundance goes beyond money. Thus, having experienced the region’s captivating beauty, the passion and generosity of its people and the opportunity to reconnect with what is truly important, visitors leave enriched and changed for the better.