Townsville Enterprise and partners launch liveability and skills attraction campaign

A new campaign has kicked off to recruit 27,000 skilled workers to Townsville over the next five years to help deliver a $34bn pipeline of projects. Watch the video.

In a bid to attract more skilled workers to help deliver North Queensland’s upcoming projects, a new dedicated liveability and career opportunities campaign called The Good Life has been unveiled for Townsville.

With its low unemployment rate of 3.9 per cent, Townsville will need to look beyond the city limits to recruit an additional 27,000 skilled workers over the next five years to help deliver a strong pipeline of projects, valued over $34bn.

Following a six-month detailed research program to understand consumer insights and key relocation motivators, Townsville Enterprise and key industry partners across the north have united to deliver a national liveability campaign to attract the much-needed workforce.

Supported by prominent local partners including Townsville City Council, Port of Townsville, Powerlink – CopperString 2032, Catholic Education, James Cook University and Bravus Mining and Resources, The Good Life campaign seeks to showcase Townsville North Queensland as an ideal destination for professionals seeking a balanced lifestyle amid a thriving economy.

Townsville Enterprise Director, Lisa Woolfe shows Townsville City Councillor Liam Mooney shows off the new Livability Campaign ‘The Good Life’. Picture: Shae Beplate.

The campaign platform is underpinned by a shift in consumer values to favour meaningful career pathways and a more balanced lifestyle, targeting the one in five metro residents considering a move to regional Australia.

Townsville Enterprise CEO Claudia Brumme-Smith said the campaign was built on data, informed by local stakeholders, and designed to support the region’s growth.

“The Good Life campaign summarises the learnings we’ve uncovered from months of research where we heard from regional relocations – both aspiring and new residents – on the opportunities and challenges with making a move to the north,” Ms Brumme-Smith said.

Townsville Enterprise chief executive Claudia Brumme-Smith with Port of Townsville Chief Executive Officer Ranee Crosby at the Viking Orion cruise ship. Picture: Natasha Emeck

“We know attracting a domestic population to regional centres is a hypercompetitive market across Australia with many states and cities already vying for skilled workers, but the difference in Townsville North Queensland is our innate ability to offer meaningful and future-proofed career pathways thanks to our $34 billion project pipeline and diverse industries, and also compliment this with our enviable coastal lifestyle.”

“By showcasing our region’s unparalleled lifestyle and economic opportunities, we aim to attract top talent to support our growing city.”

With unprecedented economic growth on the horizon, Townsville City Councillor Liam Mooney said the campaign spotlighted the region’s diverse opportunities across education, infrastructure, resources, and local government, aiming to foster sustainable growth and prosperity.

Yirendali traditional owners representative Jim Hill and Queensland Premier Steven Miles at the groundbreaking of the CopperString project at Hughenden.

“By highlighting the region’s natural beauty, cultural richness, and robust community spirit, Good Life aims to position Townsville North Queensland as more than a destination – it’s a place to build a rewarding career, a fulfilling life and a good home,” Cr Mooney said.

Powerlink’s CopperString 2032 project director Tom Dockray said the region has a lot to offer, with its exciting career opportunities like working on CopperString 2032, while also being a great place to live and raise a family.

CopperString Project Director Tom Dockray is shown around the Hughenden construction by Townsville-based ACTO Sales Representative Ari Smith.

The Good Life message will roll out a comprehensive marketing and media outreach strategy across digital and social channels, as well as content partners such as Newcorp and Realestate.com.au to amplify Townsville’s opportunities on offer.

The campaign will use sophisticated targeting strategies to build awareness and attract in-demand skilled workers from southeast Queensland, and priority suburbs surrounding Sydney and Melbourne who show the highest intent to consider and take action on a regional relocation.

The campaign’s website – www.livetownsvillenorthqueensland.com.au, will serve as a hub for information on career opportunities, lifestyle amenities, and community initiatives.

For more information and to get involved, visit www.townsvilleenterprise.com.au.

The research by The Australia Project – The Lab Insight and Strategy

Australians are undergoing “The Great Slow Down” which has seen shifts in cultural definitions of success and prioritises a greater work/life balance.

• 81 per cent focused on simplicity in lives​

• 61 per cent resist hustle culture in favour of leisure time​

• 50 per cent believe the Australian dream is not achievable​

• 83 per cent making changes to spending due to cost of living​

• 20 per cent of metro population considering a shift regional

Originally published as Townsville Enterprise and partners launch liveability and skills attraction campaign