Brisbane lacked an iconic development that could put the city on the world stage, similar to other Australian landmarks like Federation Square or the Sydney Harbour Bridge. The city needed a project to redefine its global presence and breathe life into a neglected neighbourhood.
Far East Consortium's Queens Wharf development aimed to fill this void. This monumental project, comprising a casino, shopping complex, riverfront parks, and high-rise structures, was set to be the largest integrated resort development in Australia. To position Brisbane as a major international player, we created a promotional campaign that showcased the city's growth and transformation, and emphasised Queens Wharf's role in turning a forgotten neighbourhood into a special destination. The campaign humanised the brand through the creation of a modern fictional 'queen,' symbolising luxury, quality, and timelessness. This approach provided a unique and relatable identity for the project, resulting in a visually impactful campaign that quickly drove leads and sales through advertising and a purpose-built website. Queens Wharf became not just a property development but a catalyst for Brisbane's global recognition and transformation.