Townsville Enterprise and key industry partners across the North have united to deliver a national liveability campaign aimed at attracting skilled workers to deliver the region’s forecasted $33 billion project pipeline.
Supported by prominent local partners including Townsville City Council, Port of Townsville, Powerlink – CopperString 2032, Catholic Education, James Cook University and Bravus Mining and Resources, the 'Good Life' campaign seeks to showcase Townsville North Queensland as an ideal destination for professionals seeking a balanced lifestyle amidst a thriving economy.
Following a six-month detailed research program to understand consumer insights and key relocation motivators, the campaign platform - ‘The Good Life’ - is underpinned by national consumer value shifts favouring meaningful career pathways and a more balanced lifestyle.
Townsville Enterprise CEO Claudia Brumme-Smith said the campaign has been built on data, informed by local stakeholders, and designed to support the region’s growth.
“’The Good Life’ campaign summarises the learnings we’ve uncovered from months of research where we heard from regional relocations – both aspiring and new residents – on the opportunities and challenges with making a move to the North.”
“We know attracting a domestic population to regional centres is a hypercompetitive market across Australia with many states and cities already vying for skilled workers, but the difference in Townsville North Queensland is our innate ability to offer meaningful and future-proofed career pathways thanks to our $33 billion project pipeline and diverse industries, and also compliment this with our enviable coastal lifestyle.”
"The 'Good Life' campaign represents a pivotal moment for Townsville North Queensland. By showcasing our region's unparalleled lifestyle and economic opportunities, we aim to attract top talent to support our growing city."
“Our region has a strong track-record of collaboration, and this has been no different with many of the region’s largest employers joining forces to collectively address workforce challenges; the campaign underscores our collective commitment to supporting the region's growth while enhancing quality of life for residents and securing a prosperous future for our community."
Townsville City Councillor Liam Mooney expressed enthusiasm about the campaign.
"The 'Good Life' campaign underscores our commitment to enhancing liveability standards in Townsville North Queensland. With unprecedented economic growth on the horizon, we recognise the critical need to attract and retain skilled individuals who will contribute to our vibrant community," Cr Mooney said.
“The campaign will spotlight the region's diverse opportunities across sectors such as education, infrastructure, resources, and local government, aiming to foster sustainable growth and prosperity. By highlighting the region's natural beauty, cultural richness, and robust community spirit, 'Good Life' aims to position Townsville North Queensland as more than a destination—it's a place to build a rewarding career, a fulfilling life and a good home.”
Project Director of Powerlink’s CopperString 2032 project Tom Dockray, and partner to the campaign, highlighted the collaborative effort of campaign partners.
“Partnerships are key to the success of CopperString 2032 and we’re really proud to partner with Townsville Enterprise for this liveability campaign,” Mr Dockray said.
“The region has a lot to offer, not only can it provide exciting career opportunities of working on projects like CopperString 2032 and other future projects, and it’s also the environment of where you can actually live and grow a family as well.”
As part of the campaign, 'The Good Life' message will roll out across a comprehensive marketing and media outreach strategy across digital and social channels, as well as content partners such as Newcorp and Realestate.com.au to amplify the opportunities on offer in Townsville North Queensland.
The campaign's website – originally developed by Regional Development Australia under funding from the Federal Government – www.livetownsvillenorthqueensland.com.au, will serve as a hub for information on career opportunities, lifestyle amenities, and community initiatives.
The campaign will utilises sophisticated targeting strategies aimed at building awareness and attracting in-demand skilled workers from Southeast Queensland, and priority suburbs surrounding Sydney and Melbourne who show the highest intent to consider and take action on a regional relocation.
For more information about the 'Good Life' campaign and how your company can be involved, visit www.townsvilleenterprise.com.au.
