The Quandamooka Yoolooburrabee Aboriginal Corporation (QYAC) engaged Three Plus to take advantage of our experience in indigenous and multi-cultural affairs to provide communications support to Minjerribah’s transition towards cultural and eco-tourism. The brief was later enlarged to help QYAC similarly manage Mulgumpin (Moreton Island). The goals included, addressing negativity and misinformation, uniting the Minjerribah community and encouraging local businesses to move forward.

Achievements
  • Three Plus quickly developed a working understanding of QYAC’s operations, its goals and dynamic list of stakeholders and were able to assist QYAC engage effectively.
  • Three Plus set QYAC on a constructive path to develop a positive and better understood and respected brand, by audiences not just limited to the local landscape.
  • The result has been a tangible growing trust of the QYAC brand and by extension the Quandamooka People to be able to manage and direct their future.

The campaign worked to give a voice to the Quandamooka people

Process
  • A timely and effective traditional media campaign gave QYAC a national and domestic audience both on free-to-air TV and in features across Newscorp (Courier Mail) and Nine Publishing mastheads (Brisbane Times).
  • A substantial campaign used social media platforms to build understanding among stakeholders and give voice to the Quandamooka People.
  • Media, crisis and issues training and management assisted QYAC in the COVID-19 emergency with particular respect to mass cancellations of tourist visitors and stays.

Minjerribah – Home Beach