six weeks, with the aim to promote the region to NSW based audiences.
Council used targeted social media paid advertising to push the campaign into regions that have been directly associated with people moving to the region in the past as well as areas where our Economic Development team had already targeted through industry events.
A key focus for our project team was to highlight our local First Nations businesses.
With 16.6 per cent of the region’ s residents identifying as First Nations, being able to showcase the amazing work and business acumen of our local people was important.
Cherie and Phil Thompson from Native Secrets have been pioneering the circular economy, while honouring the culture and knowledge of their ancestors.
Cherie and Phil Thompson from
Native Secrets honour their culture and heritage.
With 16.6 per cent of the region’ s residents identifying as First Nations, being able to showcase the amazing work and business acumen of our local people was important.
Organic social media was also used to push the campaign out locally into the region. Dubbo residents are the biggest advocates, and using their knowledge and the insights were an asset to share to others, encouraging them to move to the Dubbo Region. Going locally also ensured that residents were able to champion the area and change the perception in the long term.
The organic campaign had 11.1K in total reach through the media, with 115,476 accounts reached on Facebook, Instagram, X and YouTube.
The Region on the Rise campaign had 2,355 views on the dubbo. nsw. gov. au website.
Native Secrets harnesses essential oils to craft ethical skincare, with the business rapidly expanding and creating over 20 full-time jobs as it develops its national supply network.
The campaign highlighted the positives of the location, breaking the idea that innovation and business would be shunted by being in a regional area.
With the Dubbo Region being at the crossroads of key highways and major cities accessible by the Dubbo Regional Airport, businesses such as AREA Environmental and Heritage Consultants and AREA Landscape Design Consultants are able to offer their team of archaeologists, ecologists and environmental scientists the enviable work life balance, with the region not hindering access to work across the country protecting and enhancing natural and cultural landscapes.
Instead, the campaign looked behind the scenes and focused on the Zoo’ s work as a global leader in wildlife conservation. With the work in this space previously behind the scenes, recent additions such as the Wildlife Hospital and Platypus Rescue HQ allow visitors to witness firsthand the Zoo’ s commitment to conservation.
FROM LAUNCH TO PROMOTION – THE STATISTICS: The initial phase of the Region on the Rise campaign ran from 25 February 2025 for
The paid advertising resulted in 2,549 clicks at. 53 cents per click, while there were 2097 views of the videos through YouTube.
The 15 and 30 second advertisements that were used to promote the campaign across the platforms were also picked up by local businesses, with Dubbo City Toyota and NSW Health using them for their recruitment and Real Estate Agents picking them up to showcase what Dubbo and Wellington have to offer.
You also can’ t look past the Dubbo Region without a mention of Taronga Western Plains Zoo. While the Zoo is a major drawcard, and one of the reasons many people travel to the area, we didn’ t just want to showcase what is very public already.
AREA Environmental and Heritage Consultants and AREA Landscape Design Consultants are based in Dubbo, but work all over the country.
VOL 18 NO 3 2025 20 www. edaustralia. com. au