Outback Pioneers

TOURISM AND HOSPITALITY IN LONGREACH

Rebranding Kinnon & Co into a world-class Australian brand

The challenge: Igniting tourists’ imagination and enticing them to make the journey to Outback Queensland

When Lloyd Grey first met the Kinnon family in 2014, their tourism business was trading as Kinnon & Co. Based in Longreach in remote outback Queensland, and with a 7 month tourist season, the family needed a more distinctive brand and compelling proposition to attract visitors. Their heritage experiences already had character, insights and laughter – but how to tell the world?

Immersing in the experience

We began by immersing ourselves in what the Kinnons offered: riding the Cobb & Co stagecoach, cruising the Thomson River on the heritage Paddlewheeler, and exploring Nogo Station – a sheep and cattle property. From those hands-on experiences, we quickly saw the potential. This marked the beginning of an enduring relationship that would ultimately help transform their brand.

Defining the brand essence

Working closely with the Kinnon family, we uncovered what set them apart: ingenuity, resilience, pioneering spirit, and quirky humour. These qualities became central to their new brand story. Their mission – to preserve the outback way of life and inspire visitors – became the foundation for every creative and strategic decision.

Creating a powerful new identity

We renamed and rebranded as Outback Pioneers, with a call to action: Unleash your pioneering spirit. The new identity gave Longreach a thematic centrepiece that aligned with other key local attractions, including the Qantas Founders Museum and the Australian Stockman’s Hall of Fame.

Applying the brand across touchpoints

Thanks to a close and trusting partnership, we infused the new brand essence into every part of the business – from brochures, uniforms, and coach livery, to posters, welcome packs, the website, and ticketing. Every detail worked together to deliver an authentic and consistent brand experience.

Building an iconic outback brand

Under the Outback Pioneers brand, the Kinnon family has become a voice for preserving outback heritage. Featuring individual family stories has added authenticity and deepened emotional connection with guests. The result is a brand that resonates with both domestic and international audiences.

The results

Outback Pioneers has grown into a nationally recognised and award-winning brand. Since the rebrand in 2014, they’ve won three Queensland Tourism Gold Awards for Cultural Tourism, multiple Outback Queensland Tourism Awards including People’s Choice, and have been inducted into the TripAdvisor Hall of Fame. Visitor numbers and loyalty have increased significantly – and so has the brand’s influence and overall value.

“LloydGrey brought a very big professional change to our business. They did it in a way that understood and respected us. They educated us in the branding and marketing world – we were naive about all of that. They actually do so much more for our business – even now, six years later. The biggest asset is they live and breathe us, and have become part of our heartbeat.”

Founder — Outback Pioneers