K'Gari
- Brand and marketing strategy

PROJECT OVERVIEW
Fraser Island was one of Queenslandʼs most iconic destinations. A UNESCO World Heritage Site and renowned for its unique landscape, the island was a significant tourism drawcard for the state contributing over $750M to the economy each year. But what happens when your destination can no longer be found on the map? When the decision was made to ‘hard cutʼ from Fraser Island to itʼs Butchulla name Kʼgari, the Queensland tourism industry needed to find a way to rapidly transfer Fraser Islandʼs brand equity and keep visitors coming. Drawing on Kʼgariʼs rich cultural heritage, consumer insight and data modelling, we identified opportunity spaces for the new brand and charted a way forward for this much loved destination.

SCOPE
● Brand Strategy
● Brand Blueprint
● Visual Identity
● Brand Transition Plan
● Digital and Content Strategy
● Tourism Industry Toolkit