e-News: Priority Project - Regional Marketing Program


Friends of the G21 Region, Survive and Thrive 09

e-News is designed to provide you with a sense of the important activities and projects that are being proposed for the G21 Region.

In today’s challenging economic climate, the G21 region must find new ways to recruit and retain talent to support local businesses and attract outside investment to the region.

Today's email looks at the Regional Marketing Program, one of G21’s ten priority projects. The project objectives are to:

The project objectives are to:

  • Attract and retain professional and skilled workers to the G21 region.
  • Attract business investment in existing and desired areas of competitive advantage in the G21 region.
  • Support the transition of the manufacturing industry in the G21 region.
  • Counter any negative perceptions of central Geelong by promoting it as a vibrant regional service centre and major Australian city.
  • Establish a sustainable marketing model for the G21 region.

Public and private organisations in the region independently address many of these objectives by promoting the lifestyle attributes of the G21 region. The Regional Marketing Program explores ways to combine our marketing efforts in a collaborative co-ordinated campaign, in order to make more effective use of available marketing dollars.

Project partners contributed a combined total of $250,000 for the delivery of a multi-component marketing campaign in 2008-09. Project partners are Barwon Health, Central Geelong Marketing, Geelong Chamber of Commerce, Committee for Geelong, Deakin University, Geelong Otway Tourism, Gordon Institute of TAFE, GP Association of Geelong, Shell Australia, Target Australia, Transport Accident Commission, Victorian Regional Channels Authority, V/Line, our Regional Councils and Regional Development Victoria.

The fully funded project is being measured by pre and post campaign market research and includes:

Promotional lift-outs and event calendars targeting Melbourne audiences published in The Age

Click here to see The Best Place to Live - October 2008
Click here to see The Best Place to Live - November 2008
Click here to see The Best Place to Live - February 2009
Click here to see The Best Place to Live - March 2009

Locally, a special edition of GT magazine was published in the Geelong Advertiser on January 2, 2009, targeting both local audiences and Melbourne audiences holidaying in the region.
Click here to see the Geelong Region GT Magazine.

TV promotional campaign – the first new G21 region television commercial for more than a decade is now in pre-production and is scheduled to air from May 2009.

Web site - Hosted by the City of Greater Geelong, the campaign web site has attracted a record number of hits to the Geelong Australia site. Continually updated throughout the campaign, the site has links to all project partner web sites and can also be accessed via the G21 web site.

A three year business plan - will be completed by mid 2009 and will draw on the findings and recommendations of previous strategies and research, as well as the practical experience of the current campaign. In principle support for an ongoing regional marketing program has already been offered by a number of current campaign partners who seek to continue a collaborative, cost efficient approach to regional marketing.

If you would like more detailed information about recent activities of G21, click on the G21 Snapshots button below.

We trust this edition of e-News has been of value to you.