Liveability and Skills Attraction
City launches first ever Liveability Campaign
To support the growth of the Townsville North Queensland region, Townsville Enterprise and industry partners have collaborated to deliver a dedicated liveability and skills attraction campaign, titled 'The Good Life'.
Why now?
Townsville North Queensland is set to deliver a strong pipeline of projects - valued at over $34 billion - indicating that Townsville will require an additional 27,000 more skilled workers over the next 5 years. Currently, this cannot be achieved within the existing population which boasts an unemployment rate of 3.9%. Outside of the local requirements, there is has also been a significant shift in appetite toward regional living, with 1 in 5 metro residents considering a move to Regional Australia.
Coinciding with the requirements of our region to attract skilled workers for major projects, and the opportunities to be unlocked from these new and existing industries, means now is the opportune time to convert on the intent of Australians to live regionally - in pursuit of a more balanced and meaningful lifestyle.
The Research
As a society, we are collectively striving for “The Great Slow Down,” a cultural shift that redefines success, prioritises work/life balance and seeks the beauty of simplicity. The pursuit of productivity has transitioned to a mindful and intentional approach to living.
- 81% focused on simplicity in lives
- 61% resist hustle culture in favour of leisure time
- 50% believe the Australian dream is not achievable
- 83% making changes to spending due to cost of living
- 20% of metro population considering a shift regional
Source: The Australia Project – The Lab Insight and Strategy Pty Ltd
From our own research, we also know that relocation is long-term strategy, with many regional destination vying for top consideration amongst potential relocators:
- 77% of Potential Relocations surveyed said they were considering a move in the next 3 years, but don’t have any concrete plans or locations
- 23% are actively planning a move in the next 3 years (destination may be decided/undecided)
The role of tourism marketing also play a key role in increasing awareness and intent amongst the target market, linking the work Townsville Enterprise currently delivers to promote the region as a vibrant holiday destination.
- 75% of Potential Relocators had travelled to Townsville in the past 2 years, making them +7% more likely to have Townsville on their top preference list
The Townsville Appeal
Through the research program, we saw strong uplifts in appeal and preference for Townsville as a potential regional relocation:
- 93% found Townsville an appealing place to live and work based on the information presented
- 89% said their preference for Townsville had increased based on what they’d learnt from the research (52% strongly increased)
Unprompted drawcards for relocators to Townsville
- Natural beauty – the natural environments and surrounds and how this contributes to quality of life
- Relaxed lifestyle – opportunities for relaxation, outdoor activities and general vibe that feels like a perpetual holiday. An enjoyable and fulfilling way to live.
- Community – Sense of belonging, friendliness and community spirit.
- Affordability – the economic advantage of living in Townsville in particular lower house prices
- Climate – warm climate and sunny days are a big draw card – referencing the positive this provides for outdoor activities and health as a key consideration for a move
- Right Size – unlike other regional centres, Townsville strikes the balance between urban convenience and smaller community atmosphere/living.
Competitor regions
The top regional Queensland destinations that are on the consideration list (outside of Townsville) are Cairns at 69%, Sunshine Cost at 65%, Toowoomba at 54% and Rockhampton at 52%. 84% of those potential relocators outside of Queensland or current regional residents are also considering Brisbane. Potential relocators aren’t necessarily “set” on where they will go and can still be influenced.
About the campaign
Australians are rethinking what it means to live the good life. Feeling connected, choosing balance and embracing the new. Thriving in a career that matters while still finding time for what you love.
Townsville too is a place that’s embracing change, quietly transforming with a vision for the future, redefining what it means to live life in full colour.
A place where the best of both worlds is a reality. A place of AND, not OR. Make it in a career of the future, AND live your life your way, where natural wonders AND world-leading innovation coexist, where disconnecting leaves you feeling connected AND opportunities abound. That’s the good life.
Where to see the campaign in action
To view the campaign and get updates on "The Good Life", simply:
- Visit the official website - www.livetownsvillenorthqueensland.com.au
- Follow the new social channels:
How to get involved
We've created some assets that employers across Townsville North Queensland are welcome to share and use throughout the recruitment process.
Leverage the Jobs North Queensland platform
A dedicated jobs portal open to job-seekers and employers across the Townsville North Queensland region.
- If you're looking for a job - this is a great portal which prioritises local employment opportunities
- If you're an employer - load your job directly through this platform to capture locals, and those who will be targeted through this campaign
Share your reel Good Life
A key part of this campaign is showcasing positive lifestyle stories as told by locals; enhancing local advocacy and heralding community pride.
Sharing user-generated content - the ‘reel’ Good Life - is part of this strategy, and will be used across the official Live Townsville North Queensland channels - including, Facebook and Instagram.
If you're looking for specific resources which may help your team recruit staff to move and work in Townsville North Queensland, let us know!