This initiative responded to both challenges, using content-rich storytelling, self-guided trails and curated itineraries to promote discovery, dispersal and deeper engagement. By combining destination marketing with digital visitor servicing, the app strengthens the region’ s brand and supports economic outcomes for tourism operators. Complemented by strategically placed digital kiosks, it promotes nature, culture and local communities while aligning with changing travel behaviours. The result is a place-based, locally grounded platform that encourages longer stays and meaningful connection across the Coffs Coast.
FINALIST: District Council of Kimba I ' m Kimba- A Community to Shout About Kimba faced an identity crisis driven by its association with a proposed radioactive waste facility, impacting investment, tourism, and resident pride. To counter this stigma,“ I’ m Kimba” was launched, a branding project redefining the town’ s image, showcasing its resilience, creativity, and economic potential. The brand aimed to shift external perceptions, strengthen internal pride, and provide a unifying tool for tourism, investment attraction, and business promotion. Aligned with Council’ s strategic priorities, the initiative leveraged place branding to reposition Kimba as a community of opportunity, not controversy, and to boost economic confidence. By elevating local stories and creating cohesive messaging, Kimba has not only reshaped how others see it, but also how locals see themselves.“ I’ m Kimba” is driving growth and turning perception into potential.
ECONOMIC DEVELOPMENT THROUGH PARTNERSHIPS AND COLLABORATION
WINNER: City of Karratha
City of Karratha Housing Project In the heart of Australia’ s northwest lies the City of Karratha- a city powering the nation’ s economy but struggling to house its own. As the resource sector surges, so has housing pressure with soaring rents, low vacancy rates and a shortfall of homes, projected to exceed 2,000 by 2030.
Due to the‘ Pilbara premium’, housing construction costs are 60 % above those in Perth, stalling private investment and pushing the community to breaking point. In response, the City has spearheaded a coordinated housing initiative working in partnership with government, industry, developers, and the community. This collaborative effort aims to unlock land, attract investment, and deliver innovative housing solutions. With a co-designed Housing Action Plan, the City will deliver a range of innovative, affordable housing solutions whilst utilising a previously deferred strategic urban expansion area to provide long-term solutions.
FINALIST: Wyndham City Council Love Your Local With a booming population of 334,000, Wyndham was growing fast. However, that growth was not reflected in local spending, as residents were increasingly spending more outside of Wyndham. With many SMEs still recovering post-COVID, it was even more important for residents, and visitors, to be spending more in the municipality and to ensure local businesses were better equipped to compete within the online sphere.
The Love Your Local campaign was launched in July 2024 to start to shift these spending behaviours. The campaign focused on equipping local businesses with practical marketing tools, boosting visibility through place-based activations, and supporting authentic local storytelling. Through business events and other initiatives, momentum quickly built, and during 2024- 25 local spending had grown by 4.9 %. Leakage spend rose by just 5.6 %, significantly smaller than the pre-COVID trends. These results are early indicators that habits are starting to shift to keep trade within Wyndham.
FINALIST: Sunshine Coast Council The Business of Storytelling: Economic Impact Through Screen Industry Development Sunshine Coast Council’ s screen industry development initiative was launched to drive economic diversification under the Regional Economic Development Strategy. In partnership with Noosa Council, Screen Queensland, UniSC, and the Sunshine Coast Screen Collective, it positions the region as a production-ready destination.
Through the development of the Sunny Coast Showdown talent incubator and FilmSunshineCoast. com, collaborative advocacy, and unlocking funding, the initiative has sparked increased production, national recognition, and plans for a dedicated Screen Hub. It has also fostered collaboration and the creation of locally-owned screen IP, proving that‘ Screen’ is a catalyst for jobs, innovation, and regional pride..
FINALIST: City of Joondalup Humanoid Robot Partnership Initiative The City of Joondalup partnered with North Metropolitan TAFE to address a gap in robotics education and digital engagement. The initiative responded to a shared opportunity enhancing student learning through real-world robotics experience while showcasing
ECONOMIC DEVELOPMENT JOURNAL VOL 18 NO 3 2025 39