THE Regional Australia Institute (RAI) has today unveiled a multi-million-dollar national awareness campaign to encourage city-dwellers to find their new home in regional Australia.
The multi-platform campaign – Move to More – positions regional Australia as an attractive and viable alternative to capital city living, with opportunities for a more affordable lifestyle and a better work-life balance.
Backed by the federal government, the campaign was launched at the RAI Regions Rising National Summit in Canberra.
RAI CEO Liz Ritchie said it would play a critical role in promoting the opportunities to live, work and invest in regional Australia.
“As Australia’s only think-tank dedicated to regional issues, the RAI has been calling for an intervention in the projected population settlement of our nation. Move to More provides a new narrative that will encourage a societal shift and be a turning point for our country to re-think regional,” Ms Ritchie said.
“The Move to More campaign is designed to showcase the regions as a place of abundance, but it’s also about promoting the opportunities that we know exist.
“Most people have the desire to achieve more, give more and do more during their life – this is universal. Move to More invites people to search for the ‘more’ they have been longing for.
“We know people want more space, more bang for their buck, more time, more opportunities and a better connection with the environment and their community.
“Regional Australia has been one of the country’s best kept secrets but not for much longer. Our campaign will reach out to the hearts and minds of the one-in-five metropolitan residents looking to make the move,” Ms Ritchie said.
The campaign was launched by Deputy Prime Minister and Leader of The Nationals, Michael McCormack who said living in a regional, rural, remote, country or coastal community didn’t just bring a better quality of life but the potential of a well-paying job too.
“Regional Australia offers so much that capital cities just cannot – a big backyard, less time commuting, more time with loved ones and a stronger sense of community,” he said.
The campaign is the first of its kind in Australia and the collateral includes television commercials, print ads, billboards, digital marketing and social media advertising which will be seen across Sydney, Brisbane, Melbourne and Perth, starting in April.
“Regional Australia is experiencing a renaissance, driven by urban push factors such as congestion, housing affordability, stress levels and a lack of time with loved ones. Move to More shows people that there is more to life than this and that Regional Australia is ready and waiting,” Ms Ritchie said.
“I am delighted to announce today that our campaign website movetomore.com.au has gone live.
“This unique platform gives Australians access to information in real time, allowing them to unearth and discover Regional Australia in a way that suits their life stage, interests and career aspirations.”
The Move to More website will help people find the right town for them. It invites users to take a short quiz and then filters functional aspects (housing, employment, transport, schools, health and entertainment) to arrive at a selection of towns that meets their desires.
“After many months of work with the creative team at Redhanded, the Regional Australia Council 2031 (RAC 2031), members of our Regional Activators Alliance (RAA) and stakeholders across the country, we are so proud to lead this campaign at a national level, knowing that its impact will be felt at the local level. We thank the federal government for its support,” Ms Ritchie said.
“We are on the cusp of a major paradigm shift towards regionalisation. We believe Move to More will help accelerate this positive change for the benefit of the nation and will assist all levels of government to capitalise on it.
“Regionalisation is a vision for our future – a future that is more balanced, more equitable, more sustainable and more prosperous for our entire nation,” Ms Ritchie concluded.