Queensland's hidden oasis
The Shire of Beaudesert was a local government area located in South East Queensland, Australia, stretching from the New South Wales border, along the Gold Coast hinterland to the urban fringes of the cities of Brisbane and Ipswich.
In partnership with Make Communications, we developed a new tourism campaign to drive awareness to the Beaudesert area which was a relatively unknown destination at the time.
With so many natural attractions, the thinking for the campaign was to showcase the sheer beauty of the area through postcard-like photography, capturing the national parks, rainforests, wineries, waterfalls and walking tracks. The area was repositioned as Queensland's Hidden Oasis. Each image included a locator, highlighting the close proximity to its nearest city, Brisbane or the Gold Coast.
As part of the campaign, a new logo was also created. The identity symbolises the many attractions of the area, including the rivers, rainforests and wineries. It also conveys growth, capturing the new opportunities within the area.
Destination branding identifies and showcases the destination's most compelling assets.