Tourism Australia engaged 33 Creative to write and produce twenty case studies that showcase First Nations people, organisations and communities that deliver content and initiatives promoting and celebrating First Nations-led cultural experiences as increasingly transforming the tourism sector.
Presented as a 42-page booklet, the Indigenous Cultural Storytellers Booklet is designed to act as a talking point when approaching international media outlets about potential coverage to support and celebrate Indigenous-led cultural experiences in tourism.
Working collaboratively, Tourism Australia oversaw the booklet layout design, while 33 Creative facilitated talent interviews, refined case study angles, and produced twenty written case study pieces ahead of the booklet’s final production phase.
Working within a short project timeline, 33 Creative quickly established a 5-person team of experienced First Nations writers, ensuring the talent engagement and interview process, as well as the written case study outcomes, were culturally appropriate, relevant and enriching.
The outcome is a beautifully presented and diverse collection of stories and insights from leading First Nations professionals spanning the arts, fashion, food and theatre realms.
Some of the talent whose stories are featured across the twenty case studies included Wesley Enoch (theatre, festivals), Franchesca Cubillo (Arts), Leah Flanagan (Indigenous music), Nornie Bero (Torres Strait Islander chef), Frances Rings (Bangarra – Dance) and Ben Graetz (World Pride).