Capturing the essence of outback experiences!
When Lloyd Grey first met the Kinnon family in 2014, their tourism company was called Kinnon & Co. With a name change to Outback Pioneers, a total rebrand and better-defined positioning, the company has become an award-winning, world-class brand.
Being in remote outback Queensland with a 6-month tourist season, the farming family needed to increase awareness and create a compelling proposition to attract people to visit. Their heritage outback experiences already had character, insights and laughter – but how to tell the world?
Lloyd Grey rode the Cobb & Co stagecoach, sailed the Thomson River cruise and did the Nogo Station experience. We immersed ourselves in the living outback and were hooked. It was just the start of an in-depth exploration and ongoing relationship to help transform the brand.
We dug deep to help Outback Pioneers define the essence of what they believed in. Their ingenuity, resilience, pioneering spirit and quirky humour shone through. Their mission to preserve the outback way of life and to inspire and educate visitors became the touchstone for everything.
The Outback Pioneers name and the invitation to ‘Unleash your pioneering spirit’ helped give Longreach a hero theme that aligned with the two other major tourist attractions in town: Qantas Founders Museum (pioneers of flight) and the Australian Stockman’s Hall of Fame.
Lloyd Grey is grateful for the close and trusting relationship that has allowed us to help inject the brand essence into everything – from brochures and website to uniforms and coach livery, from posters and social media to welcome packs and ticketing.
Under the Outback Pioneers brand umbrella, the Kinnons have also established a position as spokespeople for the outback and preserving its heritage. Featuring individual family members and their stories has added to the authenticity and cemented guest loyalty for the brand.
Outback Pioneers now has a brand that resonates for international as well as domestic visitors. Articulating what they stand for has increased visitor numbers, sparked new conversations and attracted new opportunities. Since rebranding, Outback Pioneers has won two Queensland Tourism Gold Awards for Cultural Tourism and the Outback Queensland Tourism Visitors’ Choice Award.
Website and digital design
Photography and video
Brand culture workshops