Righting the Narrative of Kimba, Australia - SGK
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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?

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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.

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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.

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