Redland Shire Council in Queensland has embarked on a major marketing program to boost business development, employment and visitor expenditure. The benefits of combining a bayside lifestyle and business is a key thrust of the marketing campaign. It promotes Redland’s position on Moreton Bay and builds on the themes of More to life, More to explore and More for business.
Addressing a business futures forum at Cleveland earlier this year, Mayor Don Seccombe, said that many of the Shire’s newest business ventures, such as avocado oil producer Olivado and Danish Fine Furniture have been developed by people who were attracted initially by Redland’s lifestyle.
“In creating a new identity for the Shire, we have capitalised on the fact that Redland has more foreshore facing Moreton Bay than any other city or shire, with the new promotional branding reflecting Redland’s bay, beach and bush features,” he said.“Coupled with the environmental attributes, businesses are also benefiting from the Shire’s strategic location, its transport links to Brisbane, the Gold Coast and Brisbane Airport and the proactive approach of Council’s economic development team.
“With further expansion, especially in the tourism and food processing sectors, more opportunities are being created for employment. Redland’s population is forecast to grow to 160,000, an increase of 44 per cent, in the next 12 years and the marketing program aims to boost employment opportunities and the local economy in line with this growth. This should also result in a reduction in the number of residents who exit the Shire for work.”
A total of $1.7 million will be spent on economic development and tourism marketing in the next three years, with $466,000 budgeted for 2004 to 2005.
