When the asylum-seeking Murugappan family, sometimes called the Tamil family, who had been unjustly held in detention for years under the Morrison government, were finally released and returned to their home in the small central Queensland town of Biloela, the media interest was staggering, but somewhat predictable. The arrival coincided with the introduction of the Albanese Labor government, proponents of the family’s return, so the media gathered to see a rare event: a politician making good on an election promise. The town, a typically quiet berg with a population of just 5,000, was suddenly flooded with dozens of journalists and camera crews, both national and international, all eager to cover the ongoing saga of a humble family’s stoic resilience against an unjust, cruel government. It’s a common trope: the happy ending of a morally just, politically poignant showdown.
Lisa Wilkinson, currently under the pump with the whole tawdry Bruce Lehmann saga, sloped up, along with her team from The Project, and got pole position over a horde of national and international media representatives at the quaint Thangool airport. They all hoped to secure an exclusive interview with the family, who, for their part, appeared to be quite taken aback by the whole circus.
Although the core story revolved around the Tamil family, this event provided a unique platform to showcase Biloela’s tight-knit mining and farming community. The town’s mayor and official council spokesperson, Nev Ferrier, willingly offered valuable insights. Media outlets clamoured for interviews from different perspectives, allowing the Mayor to extol the town’s virtues and its hardworking, friendly inhabitants.
Throughout that weekend, Nev participated in over 20 radio, TV, and print interviews. Understanding the media’s appetite and needs, we pitched various story angles to news organisations, highlighting topics from the town’s affordable housing to its robust job market. Every journalist outlet wanted a different angle. As a result, a host of Biloela-centred stories permeated media channels, heightening awareness and appreciation for both the town and the greater Shire, which fostered tourism and economic development.
Ultimately, the stories rippled through the media for a week or so, but the event created an identity or perception in the media that still exists to this day. Months later, the town was featured in the prestigious Qantas magazine as, believe it or not, one of the 25 destinations to visit in 2023 in the world—in the world! Read how that happened here.
