Shire of Mingenew

The Shire of Mingenew is one of WA’s true agricultural powerhouses. In 2017, we were engaged to lead strategic workshops, define a clear direction, and deliver a complete rebrand and repositioning of the Shire. Since then, we’ve continued on as a long-term partner, delivering tourism campaigns and corporate communications that work together to elevate the Shire’s profile, and firmly position Mingenew as a must-visit destination during wildflower season.

What we did

  • Animation
  • Branding
  • Campaigns
  • Copywriting
  • Outdoor Advertising
  • Photography & Videography
  • Radio Advertising
  • Signage
  • Television & BVOD
  • Website

A website built for community and growth

In 2025, we delivered a complete rebuild of the Shire’s website, modernising the design and significantly improving the backend user experience. With tourism campaign landing pages already performing strongly, the rebuild shifted focus to positioning Mingenew as a place to live, work and invest – bringing welcome packs, community storytelling and authentic local photography to the forefront.

Check out the website

Making Mingenew the middle of your wildflower season

We leveraged Mingenew’s central location to position it as the ideal base for exploring the Midwest’s wildflower trails. By promoting the Shire as the place to stay (rather than pass through) we encouraged longer visits, supported by its proximity to key hotspots like Coalseam Conservation Park. This shift helped capture more of the region’s wildflower tourism and strengthen Mingenew’s role within the broader Midwest.

Making Mingenew the middle of your universe

We also helped Mingenew address seasonal tourism by shifting focus beyond just the spring wildflowers, and positioning autumn as the ideal time for camping and stargazing. This approach also aligned with regional events and festivals in nearby Geraldton, helping Mingenew tap into existing travel patterns and encourage longer stays across the region.