The Blue Mountains is one of the most well-known locations in Australia. Its iconic landmarks have drawn people to the region for generations, but with 3000 km2 of World Heritage environment stretching across 27 unique villages — there’s a side to the Blue Mountains that was unknown to most. 


Many visit for the stunning ‘Echo Point’ lookout, but with its reputation limited to this landmark, the Blue Mountains community were struggling with overcrowding, short stay periods and low investment in the city. To change perspectives of the region, the Blue Mountains needed a brand that embraced the character and depth of the local community and environment.