The COVID-19 pandemic changed the world as we knew it. It had a devastating impact on the global economy with tourism, events and hospitality industries being the hardest hit. Visitation and retail spend to Brisbane’s South Bank reduced dramatically due to pandemic restrictions. Customer habits, perceptions, expectations, concerns and drivers had all changed as a result. South Bank Corporation engaged Map Creative to develop a strategy to establish a road to recovery.

Our strategy identified new challenges and opportunities which enabled us to position South Bank Parklands as a unique Covid-safe, alfresco dining destination where a sense of escapism could be enjoyed during difficult times. Our creative team produced a campaign through video and photography, across print and digital channels, which presented South Bank’s meticulously managed, pristine Parklands and restaurants where friends and family could reconnect.