2005 ED Awards - Business Attraction

SWAN HILL RURAL CITY COUNCIL

Swan Hill Rural City Council occupies one of Australia's most diverse and productive rural areas, which is home to some 16,000 people along the Murray Valley and into the Mallee in Victoria. Economically it is also influential in the Western Riverina in New South Wales. 

While remaining focused on primary production, Swan Hill has broadened its activities into manufacturing and tourism. For more than twenty years, the Swan Hill community has had a community-led system in place to promote the region as a tourist and retail destination. From the early 1990s, Council has worked hard to develop a strong and credible basis for its Economic Development Unit. 

Working together Council and the business group, Swan Hill Inc, implemented a special rate to assist with the marketing and promotion of the Swan Hill region. The goal was to include not only the traditional tourism and retail businesses that had always been involved, but also the commercial and industrial businesses that would receive a benefit from promoting the region as a place to live, to work and to invest.

A regional brand was then developed: 'Swan Hill Region, heart of the Murray' that was to be used as the core focus on all marketing materials. These marketing materials include an investment pack, a lifestyle and investment video/DVD, internet site, visitor guide, business directory, marketing promotions and a mainstream advertising campaign.

In turn this has led to the development of a wide range of professional marketing materials and the ability to plan marketing materials in advance, saving both time and money.

Together with the ability to develop a stronger network within the local business community, this has undoubtedly resulted in a more pro-active and positive view about the future of the Swan Hill region.