ECONOMIC DEVELOPMENT QUARTERLY
legacy development of the 2018 Commonwealth
Games Athletes Village, now being transformed into
a vibrant $550 million mixed-used community.
Already employing almost 10,000 people (including
1000 researchers) and catering to almost 20,000
students, the Precinct leverages a total of $5billion
in transport, health and education infrastructure, and
will support jobs for up to 26,000 people on the Gold
Coast and inject $2.9 billion into the local economy.
This has been driven through the creation of a strong
collaborative partnership over many years focused
on the long-term economic opportunity.
9.5 hectares is available for health & knowledge
related development with key investment already
earmarked worth over $150 million, including Griffith
University’s $80million Advanced Design and
Prototyping Institute (ADaPT). The campaign kicked goals for a range of reasons.
It:
• Built on learnings and successes of the “Your
HQ with IQ” FY17 campaign.
This has been achieved through a partnership
Project Office which coordinates investment
attraction, marketing and collaboration through a
long-term approach to create knowledge-based
employment and economic diversification. • Attracted attention by telling stories of
successful and interesting business people.
• Used four different digital media platforms to
achieve precise audience targeting.
• Used four different download offers to entice
audiences to provide contact details.
• Targeted a portion of the advertising spend for
business audience with 200+ staff.
• Resulted in personal contact with a valuable list
of C-suite executives and garnered high-quality
leads.
ECONOMIC DEVELOPMENT
MARKETING & PROMOTION
WINNER
SUNSHINE COAST COUNCIL
Social media and banner advertising campaign
Sunshine Coast Council executed a social media
and banner advertising campaign to raise the
profile of the region as a business destination by
highlighting the stories of two local and successful
business leaders.
The campaign was a component of Sunshine Coast
Council’s Investment Attraction Plan, which in
2017-18, contributed to successful investment in the
region with an Annual Recurring Economic Impact
on the local economy of $255.4 million and the
creation of 1032 full time jobs. (Source: Economy.id)
The two-phase campaign was designed to raise the
profile of the region as a business destination and
gain high-quality leads for the Investment Attraction
team to follow up and nurture.
Phase 1. October – November 2017: The Smart
Place for Business with Will Shrapnel of Helimods.
Phase 2. December 2017 – February 2018:
Living and Working on the Sunshine Coast with
PavoWalker of Walker Seafoods.
FINALIST
PARKES SHIRE COUNCIL
Parkes National Logistics Hub – Business
Attraction Campaign
The Parkes National Logistics Hub Business
Attraction Campaign was a strategic multi-media
marketing campaign, supported by the NSW
Government’s Regional Growth - Marketing and
Promotion Fund, aimed at attracting major logistics,
manufacturing, warehousing and distribution
companies to establish operations in Parkes.
The campaign followed on from Parkes Shire
Council’s cheeky social media pitch to Amazon in
2017, which attracted close to one million views and
highlighted the fact that 80 per cent of Australia can
be reached by road from the town within 24 hours.
The Parkes National Logistics Hub is set to be one
of Australia’s largest and one of its most exciting
VOL.11 NO.2 2018 | 15