In 2013, the worst flood in Queensland’s history devastated the city of Bundaberg, displacing thousands. The region desperately needed an economic boost following the disaster, and as home to Bundaberg Rum, our Diageo client wanted to help.
Our idea was to turn the disaster zone into a tourist destination, staging a special relaunch of a limited edition rum called ‘Road to Recovery’. Each bottle was labelled with the name of a flood-affected street, and they were only available from the distillery, compelling Bundaberg Rum's large fan base to visit the town, along with their valuable tourist dollars. The integrated campaign used print, posters, billboards, film, radio, social aimed at Bundaberg Rum's customer data base helped draw thousands to the launch, injecting more than $300,000 into the local economy. Ultimately, it was the most successful tourism campaign in Bundaberg's history.