ECONOMIC DEVELOPMENT QUARTERLY
the Creative Industry sector forms a vital and
substantial part of the economy delivering:
• 7.4% of locally available jobs in the Blue
Mountains
• The fifth greatest contributor to the Blue
Mountains economy
• $592 million to economic output
• 7.22% of the total working residential population 3
In Australia, the MTNS MADE movement is
continually used as a case study for other regions to
consider as an economic renewal strategy for LGAs
with high numbers of creative professionals.
One critical factor in the success of the MTNS
MADE brand and movement, is that it was not
developed in isolation as purely a marketing
exercise. It is one aspect of a larger mechanism for
economic development employed by BMEE. The
Creative Industries Cluster.
WHAT IS A CLUSTER?
While naturally occurring clusters have existed
for centuries, the modern business concept of
a cluster is a grass-roots approach to economic
development. Generally clusters are industry
sectors or industry geographically clustered
together. However, they need intervention to gather
momentum – hence, the formation of the Creative
Industries Cluster in 2013 – in response to industry
demand for a collaborative approach to economic
development in this key sector.
THE CREATIVE INDUSTRIES CLUSTER
The Creative Industries Cluster Manager
undertakes a range of activities which facilitate
collaboration across the creative industries in the
Blue Mountains, and support the local economy,
such as:
• Extensive 1:1 meetings and contact with
Blue Mountains based creative industries
professionals
• Building relationships with existing businesses
and organisations in the creative and cultural
sector
• Hosting sector based ‘Cluster Musters’ to
explore opportunities for collaboration within a
particular sector of the creative industries
• Commissioning the MTNS MADE brand, which
creates a cultural identity for creative industries
of the Blue Mountains. Local creatives can use
the MTNS MADE brand alongside their work as
a mark of quality and association.
THE MTNS MADE INITIATIVE
MTNS MADE is one of the Cluster’s key initiatives,
in response to industry demand for a bold new
approach to branding and the desire to position the
region as an internationally competitive creative
hub. It has shifted the perception of the Blue
Mountains and inspired higher standards in output
and professionalism throughout the region.
Following deep community consultation, and
through acquiring funding for the establishment
of the brand, BMEE has taken a strategic two -
pronged approach to the MTNS MADE brand and
campaign; developing a narrative and content
focused marketing campaign, and an industry
focused campaign - with numerous touch points
for members of the creative business community
to engage with the brand and each other. The
extensive strategy of the campaign include some of
the following:
VOL.12 NO.3 2019 | 7