Overview
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 for a brief moment before the media and a flood-fatigued nation moved on, and the plight of this small town was forgotten.
Together with the town’s oldest resident, Bundaberg Rum, we embarked on an ambitious campaign to bring public attention and people back to its streets, breathing life back into a battered local economy and helping to rebuild a community and its pride.
A 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 made available on one day and in one town only: Bundaberg.
Location Specific Communication
Location-specific billboards and EDMs let people know how close they were to helping Bundaberg get back on its drenched feet.
The Road to Recovery at Bundaberg
RESULTS
- $2.8 million injected into the local economy
- $300,000 raised in bottle sales
- 6,000 visitors
- All 171 streets reclaimed
- Bundaberg’s biggest tourism initiative to date