Road To Recovery

Turning a Devestated Town, Into a Destination Of Hope.

On January 26, 2013, the town of Bundaberg was hit by the worst floods in its history. The disaster dominated the news around the country but as is so often the case with natural disasters, once the media moved on, and the people and the town were forgotten.

Together with the town’s oldest resident, Bundaberg Rum, we embarked on an ambitious campaign to bring public attention – people – back to its streets, breathing life back into a battered local economy and helping to rebuild a community and its pride. 

Case Film

Small Town On The Brink

The worst floods in Bundaberg’s history brought its residents to their knees, decimating more than 1,200 homes and displacing in excess of 7,000 people. 

Limited Edition Bottles

All 171 flood-affected streets were commemorated on limited-edition bottles that were only made available on one day, in one town – Bundaberg, Queensland.

Location Specific Messaging

Location-specific billboards and emails let people know how close they were to Bundaberg, and how they could support the Flood Recovery Event.

The Road To Recovery

The road to recovery, for the town of Bundaberg culminated in our Flood Recovery Event, where $2.8 million was injected into the local economy. With $300,000 raised in bottle sales alone, and over 6,000 visitors attending the event and all 171 streets reclaimed in Bundaberg’s biggest tourism initiative to-date.