Brother & Co has donated its services to help the Scenic Rim region in the wake of recent bushfires.
Brisbane independent creative agency Brother & Co has donated its services to help the Scenic Rim region in the wake of recent bushfires.
The fires destroyed a number of homes in the Beechmont area of the region, as well as the iconic, heritage-listed Binna Burra Lodge.
While the fires only affected a tiny 1% of the region, perceptions amongst potential visitors resulted in a significant number of cancellations of bookings with accommodation and experience providers, who weeks after the fact are still feeling the pinch.
Brother & Co co-founder Piet Human says the agency fell in love with the region and its people earlier in the year while working on a brand strategy project for it.
"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," Human says.
Scenic Rim Mayor, Cr Greg Christensen says despite the fires, the region has an "abundance of riches are ready and waiting" for tourists to 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," Christensen says.
"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.”
The campaign positions the Scenic Rim as “The richest place on Earth, in Australia”.
It was created using existing footage and imagery to ensure the work got into the market ahead of the holiday season, to take advantage of funds provided by Tourism and Events Queensland to the Scenic Rim to aid recovery.
“We wanted to create a campaign idea that immediately grabbed attention and to us the cheeky assertiveness of “richest place” does that," Human says.
"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.”