Putting places on the map? Marketing rural and regional Australia

Abstract

Limited analysis of the promotion of migration to rural areas by local governments or regions, exists. In Australia a unique development strategy has emerged in Sydney and Brisbane. Originally, called Country Week when it began in 2004, the Country and Regional Living Expo attempts to encourage urban–rural migration via place promotion by local councils at an annual Expo. The approaches of two local councils, Glen Innes and Oberon, are the focus of this paper. These towns demonstrate the construction of place-identity to distinguish them from competing locations in the minds of urban residents, particularly in the initial phase of differentiation. As representatives of these towns learned, however, this does not address the most important stimuli that attract new residents. These stimuli are employment and housing, followed by services such as health and educational facilities. Understanding these stimuli, comprehending the process of urban–rural migration, understanding place-brand, recognising the relative strengths and weaknesses of “warm” and “cold” place marketing, and integrating communications and working to build relationships with prospective migrants are the factors that are most likely to generate success in marketing rural destinations to potential urban emigrants.