ECONOMIC DEVELOPMENT MARKETING AND PROMOTION
WINNER : City of Whittlesea A Strategic Location for Business - Increase Investment Attraction through Marketing and Promotion
FINALIST : City of Moreton Bay Australia ’ s Next Hotel Hotspot The City of Moreton Bay recognised it had an undersupply of hotels , presenting an incredible opportunity for hotel investment and development . This project focussed on the challenge of getting the city on the investor map .
To achieve this , the City promoted its investment opportunities in the lead up to and at the 2024 Australasian Hotel Industry Conference and Exhibition . A targeted marketing strategy , aligned to the City ’ s Invest More strategy was critical to generating tangible leads and outcomes .
Through identifying the opportunities and challenges faced by investors ; developing a fact based and data supported opportunity statement and developing a campaign to target key audiences , 10 leads were generated with the potential of up to $ 900 million in capital expenditure and the creation of 1200 jobs . Proving once again that Moreton Bay is a great place to invest , live and play .
The City of Whittlesea in Melbourne ’ s north offers businesses several locational benefits as well as access to rapid population growth . Alongside this potential comes a crucial need for increased investment to support this growth over time .
Aligning with the ‘ Strong Local Economy Strategy 2022-26 ’, the City of Whittlesea developed the Investment Attraction Marketing and Communications Campaign to increase investment that will lead to more local employment , educational opportunities , and successful businesses .
ECONOMIC DEVELOPMENT THROUGH PARTNERSHIPS AND COLLABORATION supported by Geografia
WINNER : City of Mandurah Giants of Mandurah
The project specifically targeted the chief decision makers with influence for business relocation in key industries , including Healthcare and Social Assistance , Construction , Manufacturing and Food and Beverage . These target markets were reached through the implementation of an integrated multi-channel approach to include physical and digital touch points , delivered across staggered three-month phases .
FINALIST : Northern Grampians Shire Council Discover Northern Grampians Northern Grampians is an area of stunning natural beauty , offering a rich tapestry of history and stories . It was recognised that the region lacked a place brand and high-quality promotional material that effectively showcases its unique offerings .
To address this , the Northern Grampians Shire developed a distinctive place brand to highlight its iconic destinations .
The Discover Northern Grampians brand campaign includes a website , social media strategy and compelling advocate videos . The brand is playful and celebratory , building upon the unique tourism value of the region , so that visitors stay longer across a greater area of the beautiful Northern Grampians .
Mandurah , a region characterised by its unique blend of ecological significance and rapid urban growth , faced challenges such as poor brand recognition , environmental sustainability , and social disparities .
Recognising the global appeal of Thomas Dambo ’ s environmental sculptures and the cultural and economic potential they could bring , the City of Mandurah , along with partners ; FORM and Tourism WA , set about positioning Mandurah as a destination for cultural tourism . Investing $ 1.75 million in the art installation , the project aimed to stimulate economic activity postpandemic , foster cultural awareness , and promote environmental stewardship .
ECONOMIC DEVELOPMENT JOURNAL VOL 17 NO 3 2024 31