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Scenic Rim:
An idea that helped a region celebrate its abundance.

THE BACKGROUND

The Scenic Rim is a naturally beautiful region located one hour’s drive from the Gold Coast
and Brisbane.

Lacking a cohesive brand strategy, the Scenic Rim Council approached a number of agencies to deliver a pitch and chose; they chose Brother and Co as their partner in creating a clear plan for the way forward.

THE STRATEGY

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 OPPORTUNITY WE SAW / THE CHALLENGE WE NEEDED TO OVERCOME

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.

THE CREATIVE

Although creative output was not a deliverable of the first phase, Brother noticed that strategy alone would not get our vision for the region approved.

A compelling insight allowed us to set up the creative platform based on one simple thought:

Perhaps the most valuable thing we can do with our lives is to spend more time with the people we love in places that make us feel alive, connected and enriched.

Scenic Rim - Creative

THE FIRES

As the brand strategy project was completed, a series of devastating fires tore through much of the region.

Brother made the decision to donate and fast track the creative into production to help promote the area and start it on the road to recovery.

Working with the Scenic Rim Council, we were able to get the first phase of the campaign to market in a little over a month.

Scenic Rim - Creative 1
Scenic Rim - Creative 2
Scenic Rim - Fire 1
Scenic Rim - Fire 2

Scenic Rim - Fire 3

Scenic Rim - Fire 4

THE NEXT STEP

Next up for the Scenic Rim is a compelling brand campaign designed to attract more visitors to the region.

DELIVERABLES

  • Comprehensive research & strategy
  • Go-to-market plan & tactics
  • Brand positioning
  • Creative expression including campaign

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