Brother & Co creates a pro-bono campaign to maintain tourism in bushfire-affected Scenic Rim
Brisbane creative agency, Brother & Co, has donated its services to the Scenic Rim region following a downturn of tourism due to recent bushfires.
Despite only affecting 1% of the region, tourist perceptions have caused a significant number of cancellations of accomodation and experience bookings.
The fires did destroy a number of homes in the Beechmont area and the heritage-listed Binna Burra Lodge.
The campaign positions the Scenic Rim as ‘The richest place on Earth, in Australia’, utilising existing footage and imagery to put it to market ahead of competing tourism advertisements.
Piet Human, co-founder of Brother & Co, said in a statement: “While working with the Scenic Rim team on a brand strategy project early in the year, we simply fell in love with the region and its people. Like many, we really felt for everyone who had been affected, which spurred us on to donate a creative concept which would help their efforts to encourage visitors back by showing just how wonderful the region is, with so many places to stay and things to do.
“We wanted to create a campaign idea that immediately grabbed attention and to us the cheeky assertiveness of ‘richest place’ does that. It also speaks to the tangible riches the area has: vast natural beauty, enviable produce, charming towns, places to reflect and reconnect … the things the locals love and are immensely proud of and the things we know visitors would love to discover.”
The static execution for the Scenic Rim region
Scenic Rim mayor, Greg Christensen, stated: “Whilst the fires had a significant impact on pockets of the Scenic Rim, the community has rallied to support each other and our abundance of riches are ready and waiting for visitors to come and enjoy. From the warmth of the local hospitality to the passion of our producers, the craft of our artisans or the breathtaking views of our majestic mountains, it’s all here in the Scenic Rim.
“Support for our community has come from many places and we appreciate the generous support the Brother team has demonstrated in donating this campaign concept to the region.”
