The campaign looked behind the scenes and focused on the Zoo’ s work as a global leader in wildlife conservation. Photo by Rick Stevens
all key areas of growth in our region. The videos will provide content for an annual plan that highlights the region with both short and longer form interviews.
A region truly rises when everyone benefits, and you want to pick areas that showcase the whole picture, rather than a small portion of it.
MAKE IT SUCCESSFUL FOR YOUR REGION The people and the stories we used were what made this campaign successful. They were people that were known in the Dubbo Region, but with stories that engaged the audience, and delivered a full picture of success.
The project became more than a campaign, it became a mindset, and it all started with community pride and proactive collaboration. The need for others to see the Dubbo Region for what it really is, which is so much more than what is portrayed in the media.
To make this campaign successful in your region, start by championing local stories. Share successes from your community whether they are thriving businesses, passionate volunteers or youth initiatives. These stories start to build momentum and inspire others. They showcase the good in your community and start to change the narrative.
Support local initiatives by getting behind the projects and events that are being developed and promoted. Your support helps them grow and shows that the region is worth investing in. Make sure you really shout about them. Use social media, traditional media, and other avenues at your disposal to make sure your message saturates your target audience.
The campaign, while focusing on changing the narrative, is also about promoting the region, so make sure your locals know about the positive things that are happening as well. Your residents are your biggest champions and change won’ t happen if the residents who live in your area aren’ t on board as well. This can be done though subtle messaging to make sure your residents have the knowledge they need to champion the area.
One of the bigger parts of the campaign was thinking long-term and knowing that we wouldn’ t have immediate visible results. Getting people to consider moving and investing in the region takes time and this campaign could be seen at any stage of the process from the first thought to the final push someone needs to take the leap.
Advocate for sustainable development, inclusive growth and opportunities for young people, and really showcase you are doing all these things.
A region truly rises when everyone benefits, and you want to pick areas that showcase the whole picture, rather than a small portion of it.
MOVING FORWARD – MORE HIDDEN GEMS With the foundation campaign now complete, and numbers measuring success, Council is moving onto the next steps to continue to message and grow the region.
Part two of Region on the Rise will feature shorter spotlight videos focusing on key industries as well as the longer form videos that were undertaken in part one.
Following feedback from the first part of the campaign, we are working directly with a number of key engine industries to provide content that they can also use in their promotion and advertising.
The spotlight videos will focus on the health, construction, early childhood education and higher education sectors;
Council will then work with businesses within these sectors to further develop other assets including advertisements, allowing them to share their stories with our networks.
It is through the collaboration with businesses and the continued showcasing of the innovations in the community that a change in perception will occur, as the region continues to rise.
ABOUT THE AUTHORS
SARAH CHRISTIAN Sarah Christian, a proud Dubbo local and passionate member of the Economic Development team, led this project inspired by the stories she’ s privileged to learn through her work.
Collaborating with businesses and residents, she helped shape an evolving perception piece showcasing the region’ s hidden gems, opportunities, and vibrant lifestyle.
LYNN RAYNER Lynn Rayner, Communications Team Leader at Dubbo Regional Council, brings a genuine love for storytelling and a strong media background. Her work brought the local business stories to life, highlighting personal insights and the human connections, which help shape a vibrant, future-focused picture of the region for both locals and wider audiences.
ADAM POOLE Adam Poole moved to Dubbo from Brisbane in 2023 to start his position as Communications Partner at Dubbo Regional Council. His love for storytelling through visual media, coupled with his passion for the region and its community, saw him embrace the opportunity to bring Region on the Rise to life though the visual medium.
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