Chapter launches “Faraway, closer” brand platform for Kalbarri
Kalbarri has unveiled its new destination brand, “Faraway, closer”, developed via Chapter Brand Leadership. A bold, cinematic platform designed to reawaken one of Western Australia’s most loved holiday towns for a new generation of travellers.
The new brand celebrates Kalbarri as the easy way to experience epic Western Australia – where the coast meets the gorges, the desert meets the sea, and the wild meets the whimsically relaxed. Just six hours from Perth, Kalbarri brings together all of WA’s greatest contrasts in one magical place.
Perfectly placed for the WA traveller, Kalbarri offers a dupe for Karijini’s gorges, Exmouth’s turquoise coast and even the Great Australian Bight’s ochre cliffs. Comparable natural wonder, often with fewer crowds, lower costs, and less kilometres on the clock.
“Kalbarri has everything that makes Western Australia extraordinary, it just hasn’t been celebrated that way,” said Hannah Muirhead, Founding Strategy Partner at Chapter. “You feel like you are in the furthest reaches of Western Australia, yet you’re just a morning’s drive from Perth. It’s like WA’s icons, condensed in one place. A huge thank you to the people of Kalbarri and especially Nat and her incredible team at KVC for showing us just how special Kalbarri is. Top tip: plan to stay at least four days.”
Dean Hunt, Founding Creative Partner at Chapter, added: “It’s not often you get to meet your favourite rock in the world. Our ‘factory tour’ of Kalbarri revealed stunning natural locations with the space to enjoy them one-on-one. The best of WA surrounds this magical coastal town nestled between two small hills.
“Our single-shot films were created to draw viewers into the awe-inspiring moments space on offer in this unique region. Feeling faraway to get closer to what matters. You don’t often get to make films this simple and, blessed with Kalbarri’s incredible natural locations, we were able to entice Michael Haluwana away from projects with David Attenborough, James Cameron, and Richard Branson to shoot with little old us.”
Shot by Michael Haluwana, the award-winning cinematographer renowned for his work with Sir David Attenborough on BBC’s Planet Earth II, Planet Earth III, and National Geographic, the campaign brings world-class production values to Kalbarri’s story. Haluwana’s signature aerial and wildlife cinematography brings some visual gravitas to the Faraway, closer. platform.
Haluwana added: “Kalbarri is a landscape and wildlife inspiration – a photographer’s and videographer’s playground – as well as one of those go-to places that drives peace, calm and relaxation time. From hiking, whale and sunset watching, beach fun to snorkelling, Kalbarri offers many outdoor adventures and memories. This region is where I discovered my most favourite animal – the Thorny Devil! It’s a blessing to have this region right on our doorstep.”
The Faraway, closer brand identity was inspired by the natural stripes and colours found in the region and the cultural re-emergence of a new nostalgia – a yearning for getaways from a simpler time. The visual and verbal identity a nod to the golden era of the WA road trip: surf shacks, retro motels and endless skies, reimagined for modern travellers seeking authentic adventure.
The launch campaign is designed to both drive visitation and attract investment, positioning Kalbarri as a must-stay destination and a sustainable tourism hub. Rolling out across film, social, print and out-of-home, the campaign showcases Kalbarri’s unique blend of adventure and ease, wildness and warmth, ancient landscapes and modern comforts – reminding travellers that you don’t have to go that far to really get away from it all.
Natalie Moir, Kalbarri Visitor Centre, said: “Faraway, closer perfectly captures what makes Kalbarri such a special place – a spot that feels wonderfully remote yet is easily accessible, bringing you closer to what truly matters – everything to love about Western Australia is right here. This brand is more than just a fresh look; it’s an invitation for travellers to experience the magic of our region, while also highlighting the great potential for future tourism growth and investment. There’s never been a more exciting time to be part of Kalbarri’s story.”
Credits
Kalbarri
Manager: Natalie R Moir
KVC Team: Dayna, Kate, Marney, Lisa, Linda, Jess & Sienna
All the people of Kalbarri
Chapter Brand Leadership
Founding Strategy Director: Hannah Muirhead
Founding Creative Director: Dean Hunt
Head of Projects: Chloe Lewis
Lead Designer: Marcie Greenall
Copywriter: Mitch Mitchell
Studio: Christopher Markle
Production
Director of Photography: Michael Haluwana, Aeroture.
Sound Engineer: Justin Braine
Editor: Mason Truong
Colourist: Alex Gibbs
