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Building a national brand to help transform Regional Australia

The Regional Australia Institute (RAI) is calling on regional leaders across the country to join in its national awareness campaign to help drive population growth in our regions.

RAI CEO Liz Ritchie has announced it is establishing the Regional Activators Alliance, which is an opportunity for regional councils, economic development organisations and industry from all sectors to be at the forefront of a powerful national movement to change the narrative of Regional Australia.

“For this campaign to be successful and change the course of Australia’s population settlement patterns, RAI needs local regional insights, passion, knowledge, guidance and stories,” Liz Ritchie said.

“We are asking Activators to help us show the country what makes their region unique and to help us co-create the campaign that will build a new brand for Regional Australia,” Ms Ritchie said.

In May, the RAI launched the Regional Australia Council 2031 (RAC2031), which brings together some of the most influential corporate organisations in the country.

“Since then, we have been inundated with hundreds of enquiries and offers of support from regional stakeholders across the country. This support confirmed our plan to establish the Regional Activators Alliance,” Ms Ritchie said.

This campaign will be done at a national level, but aims to deliver results at a local level – for our regional towns and cities, as well as businesses and community groups in regions.

“We aim to roll out the public phase of the campaign in 2021, and while Activators will help co-create the national message, we are encouraging them to consider local attraction and retention strategies of their own – with the RAI’s help,” Liz Ritchie said.

While it is well understood that Australia’s population growth will be set back over the next few years, the longer term trajectory could see 19 million extra people by 2056 – an increase of 75 per cent. Recent data modelling shows the majority of these people will choose to live in Sydney, Brisbane, Melbourne and Perth. However, Liz Ritchie says this megacity outlook is far from fixed.

“Australia has alternatives, and people need choice about where they build their future. In a post-COVID-19 world, this has become increasingly relevant and important and now is the time for regions to shine,” Ms Ritchie said.

“We started this journey to change the narrative of Regional Australia, but continuously improving and promoting Regional Australia is a shared responsibility.

“We are asking regional stakeholders to get on board and be part of a national movement that will shine a bright light on the opportunities available when you choose to live, work and invest in Regional Australia,” Ms Ritchie concluded.

For more information about becoming a Regional Activator, go to:

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