Todd Babiak: Canadian expert tapped as CEO of Brand Gold Coast

A “world-leading” Canadian branding expert has been tapped to do for the Gold Coast what he did for Tasmania. FIND OUT MORE

A “world-leading” Canadian branding expert has been tapped to rebadge the Gold Coast.

Todd Babiak will on Monday be named as the inaugural CEO of Brand Gold Coast after being poached from the Tasmanian government where he headed up its branding.

Mr Babiak is set to take up his new role in early 2025.

Mayor Tom Tate said he had been selected from a field of dozens of high calibre candidates who applied for the post.

“Securing Todd, who is recognised as one of the world’s foremost place branding practitioners, is a major coup for our city,” Mayor Tate said.

“The achievements of Brand Tasmania under his stewardship have been globally recognised with many awards including being crowned the best brand in the world in 2021.”

Todd Babiak will become the new CEO of Brand Gold Coast.

Mr Babiak was the co-founder of Canadian-based agency Story Engine and has worked around the world.

“For the past five years I have lived and breathed Tasmania, working for the Tasmanian people helping to shift perceptions both from inside and out,” Mr Babiak said.

“A powerful and effective brand can be worth billions to a city or state, increasing investment opportunity and economic development.

“I am excited to build a new team and start to uncover, understand and manage the magic in the air in this great city.”

Melissa Donnelly, the new head of Brand Gold Coast in Paradise Point. Picture: Glenn Campbell

Brand Gold Coast Chair Melissa Donnelly, who made headlines last week calling to retire the phrase “Glitter Strip”, arguing it was “not who we really are”, said she was “confident” Mr Babiak would “elevate” the Gold Coast on the global stage.

“The board is incredibly excited to work with Todd whose body of work speaks for itself,” Ms Donnelly said.

“To secure someone of his experience and esteem will ensure this new entity hits the ground running.

“Place branding is complex and requires buy-in from across our entire community, and Todd knows how to do this.”

Tasmanian Premier Jeremy Rockliff. Picture: Nikki Davis-Jones

Tasmanian Premier Jeremy Rockliff paid tribute to Mr Babiak’s work

“Todd and his team have built a brilliant platform, with thousands of partners across business, Government, and in the community, and I’m thankful for his ideas and leadership.

“The story behind ‘the quiet pursuit of the extraordinary’ is incredibly powerful, and we are excited for what Brand Tasmania does next.

“I want to thank Todd for his leadership.”

It is the latest in a series of hires aimed at boosting the city’s brand on the world stage.

Experience Gold Coast announced in April the hiring for Brant Hirt, the former boss of Nike’s China branch, as its new head of marketing, with a mandate to sell the city to the world.

It comes at a time when the city’s international tourism numbers remain stubbornly below pre-Covid numbers.

Figures from Tourism Research Australia’s International Visitor Survey show the city generated $1.131bn in expenditure from international visitors in the 12 months to the end of March, down $228m on 2019.