New alliance to help drive national awareness of the regions

 A new body – the Regional Activators Alliance – has been launched to help drive population to the regions.

The alliance, whose members include councils and Regional Development Australia committees, is a  Regional Australia Institute initiative to promote living, working, and investing in regional Australia through a national awareness campaign.

The institute’s CEO, Liz Ritchie, said: “Interest in regional Australia is certainly significant at the moment and [this alliance] will create a strong brand campaign to elevate the regions even further”.

Communications agency Redhanded has been selected to help develop the integrated marketing campaign, which will focus on gauging the sentiment of metropolitan Australians through qualitative research.

“We know the COVID experience has changed the notion of how we work and this presents an incredible opportunity for us,” Ms Ritchie said.

“Promoting Regional Australia is a shared responsibility, and RAA members will be at the forefront of [those efforts],” she said.

The national awareness campaign will be launched in early 2021.