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Byron Shire
January 26, 2022

Is this the new face of Byron Bay?

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Entertainment in the Byron Shire for the week beginning 26 January, 2022

There's still loads of stuff on in the Byron Shire and beyond

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Byron Bay’s dynamic filmmaking duo Jonatan and Sebastian Lundmark have released a promotional video they hope will change the way that visitors see our region.

The twin brothers met with Byron Shire Council two years ago about producing a brand video for them.

But the project never got off the ground.

‘The idea really stuck with us as we love creating positive Byron content, so for the past two years we kept adding ideas to our storyboard,’ says Jonatan.

‘Then one day we decided let’s just make a brand video for the shire and have creative freedom for the entire project.

‘We wanted to make something contemporary that reflected the spirit of shire.

‘The Byron brand is getting very diluted by all the different ways people choose to brand the region.

‘The Byron Shire Council tagline, “Don’t spoil us, we’ll spoil you” feels more current now than ever, so we really wanted to include it in the video.

‘Once we finished the video we contacted Byron Shire Council and asked if they wanted to get behind the film with their tag line.

‘They loved what we had done and were really excited to get behind the film,’ Jonatan said.


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  1. Can’t see how that will attract anyone other than the usual bunch of hippies and druggos who contribute zero to the local economy anyway.

  2. Love it! Great things can be done when creatives have the freedom to produce what they actually want… take note corporate sheep.

  3. The video has an attractive feel. I wonder if it comes with a slightly consumerist feel. A vision that Byron Shire is like a box of chocolates, beautiful, groovy, fun and tasty. But you don’t need to worry about where you throw that chocolate wrapper.
    Byron residents respect of the values of our environment like disposal and processing of waste requires people to turn on their brain rather than flinging unused food, plastic, faeces, noise and bad behaviour anywhere including national parks.
    So if the video included elements of that, it would be GREAT.
    In fact this is what the Tourism Advisory Committee proposed, several years ago. According to GM Ken Gainger, it was the most expensive Council committee ever. But the Rose-coloured Council never implemented the Report.
    Because of the Report’s cost you would expect a pretty marvelous. And it was. Based on Byron Shire’s Core Values its aim was to educate visitors to the special characteristics and qualities of our Shire, which included environmentalism, care for each other and our places.
    The campaign was designed by local Alan Morden, who developed one of the world’s most successful tourism advertising campaigns in history, the 100% Pure New Zealand campaign. His Byron campaign actually explained what ‘don’t spoil us’ meant.
    Today ‘don’t spoil us’ probably just means what? Because we’re so spoiled already with money? Or more that we just an arrogant hedanistic bunch.
    I hope Jonatan and Sebastian Lundmark we’ll take a look at Alan Morden’s campaign (and rework their otherwise engaging video) with what made Alan’s campaign so strongly supported by all of its committee members. It was the texts and images rather than the slogan that the committee members loved.
    So go to the Byron Councils website and enter into their search function:proposed_byron_shire_identity_presentation_kit.pdf
    I look forward to your reply Jonatan and Sebastian Lundmark.
    Best wishes,

    • I agree Jim the video does not dig into the core idea of respect. Too many pretty pics. Very happy light feel but Alan and I were hoping that a more hard hitting execution would be able to be done. With a proper script to follow to demonstrate the idea.

    • Byron would be a better place with a lot less of this type of person: Blow-ins , who just bad mouth anything that doesn’t suit the conformity of the Shire in their image.
      Just, go away. Try England, where whingeing is well accepted. Oh…. hang on….
      Great Clip. Well done.

  4. What is all this (brand business ) and have we ever really needed it. To many people coming into this area trying to keep their city jobs!

  5. Very pretty but the last thing this place needs is more glossy propaganda about how wonderful the joint is to attract more tourists.

  6. Wow ..that was so good well done guys. It show’s the natural beauty of the area and the sense of Freedom. I loved seeing Beautiful Delta and Tommy. Great catch line !

  7. I can’t say there is much about this video I like in the sense of a ‘Byron Bay promotion video’. Missing everything I love to share about Byron with outsiders, no sense of community either! If there is a need for a promotion video in the first place, may I suggest using one of the many talented Byron locals who have grown up in this wonderful place ?

  8. Nice video and creativity approach. Execution is done brilliantly. Too much alignment with a corporate and consumer approach and missed out on the untapped community feeling that brings in repeat quality visitors. The optimal target message is to seek quality visitors who contribute to build up Byron and a symbiotic approach.


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