Kimba
Righting the Narrative of Kimba, Australia
When is a project “not just a project”? When you know what’s at stake. The small Australian town of Kimba came to us with a project that posed a big question: How can rural towns like Kimba attract enough people to not just survive, but thrive?
OUR APPROACH
“We want to right our narrative,” the brief said. So we conducted dozens of interviews, held two community workshops, and set out on a multi-day expedition to shape that new narrative. And what we found was a town of 1,000 that punches way above its weight.
THE IMPACT
With a new brand idea–Come Feel What’s Real–we created a tourism campaign that “contributed to a renewed sense of community pride” by speaking to Kimba’s “Friendliest Town” title–a place where you can find human connection in the middle of nature.
