ECONOMIC DEVELOPMENT QUARTERLY
greenfield developments, and the campaign was
developed to further highlight the great opportunities
that exist in Parkes for importers, exporters and
manufacturers.
The campaign involved collaboration with several
major logistics operators to champion the message,
including SCT Logistics, Pacific National, Linfox
and ARTC – all of whom call Parkes home, as well
as industry leaders from the National Farmers’
Federation, Australian Railway Association and the
Australian Logistics Council.
Their testimonies showcased the region as an
attractive place to live, work and invest – offering
faster, cheaper access to consumer markets
domestically and internationally.
The campaign integrated digital marketing, print
media, video content, signage, social media, and a
new webpage to promote the benefit of Inland Rail
and the opportunities for business to leverage from
the Parkes National Logistics Hub to tap into new
markets.
FINALIST
CITY OF ADELAIDE
Ten Gigabit Adelaide - Now, that’s a Smart City!
Ten Gigabit Adelaide is an Australian-first high-
speed, high-performance fibre optic data network
that is being rolled out across the City of Adelaide.
The revolutionary infrastructure project required
an integrated and innovative marketing and
communications strategy to support its launch
and raise awareness about the strengths, benefits
and opportunities the network will bring to the
city, businesses and the general community. The
‘Ten Gigabit Adelaide – Now, that’s a Smart City!’
marketing strategy covered all facets of marketing,
branding, media and stakeholder communications
and sets out the approach, messaging and tactics
to support the successful launch and rollout of Ten
Gigabit Adelaide.
To date, the marketing and communications strategy
has been pivotal to the success of the project,
helping to create world-wide media attention and
significant interest from all sectors of government,
business and industry. The marketing has
contributed to substantial economic, social and
financial returns for the city, including helping to
secure 1,000 building owner registrations, retain
and attract several new businesses to the city to
access Ten Gigabit Adelaide and generate multiple
leads for new customers.
ECONOMIC DEVELOPMENT
INITIATIVES - OVER 15,000
RESIDENTS
WINNER
DUBBO REGIONAL COUNCIL
Dubbo Region Ignite Program
Dubbo Regional Council’s Ignite Program is
specially designed to support commercial and social
activation across the Dubbo and Wellington Central
Business Districts (CBD). The Program is based
on empowering and enabling people to make the
CBD space their own, through targeted activation
techniques such as lighting, ambience, safety
and security, access, stakeholder engagement,
connection and collaboration.
The effectiveness of the strategy came down to the
fact that the marketing department was an integral
part of the project working group and that the
approach, messaging and tactics were developed
with the customer in mind. Given the high-tech and
innovative nature of the project, all marketing and
communications was centred around simplifying
terminology, underlying the benefits of the
infrastructure for each target audience, a suite of
visual assets, clear key messages and a consistent
call-to-action.
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