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Targeted Campaign Attracts New Territorians

Office of the Chief Minister

The Territory Labor Government has released a progress report a year on from the launch of its 2018 – 2028 Northern Territory Population Growth Strategy to boost population and create jobs.

The 10-year strategy includes five focus areas:

Attracting investment and creating jobs

Attracting private investment to the Territory that creates jobs and makes people want to relocate. The NT has $24B in significant and major projects in the pipeline including Project Sea Dragon; the Arnhem Space Centre; Sun Cable’s solar farm; mining of titanim, lithium and vanadium; the Westin luxury hotel and Australia’s largest Ship Lift. An estimated 11,000 jobs will be created pre and post-construction.

These investments bring certainty, confidence and employment opportunities that are good for Territory families and those considering moving here.

Telling the modern story – the Boundless Possible campaign

More than 2000 people are registered with the strategy’s online database. They’re made up of those who want to move to the Territory, want to visit, are interested in the Territory or used to live here.

A comprehensive suite of engagement programs is in place including sending regular emails with targeted content including events, lifestyle opportunities, real estate data, job vacancies and successful business stories to help make the decision to move.

Based on their usage and algorithms, messages pop up on their social media feeds when the weather is poor in their area, to say: if you were in Darwin now, it’s 32C and gloriously sunny. Similar messages pop up when these people are stuck in traffic, telling them that if they lived in Darwin, they’d be home by now.

The target is to reach 2.1m Australians with the Boundless Possible campaign. After only 10 months, research shows that 10% of a sample target audience saw Boundless Possible ads. Those who saw the ads doubled their desire to live, study or invest in the NT.

Attracting and retaining migrants and those from interstate

More than 450 people have relocated or are in the process of relocating to the NT through the Welcome to the Territory incentives and since the second NT Designated Area Migration Agreement (DAMA II) for skilled overseas workers was signed late last year.

Enhancing liveability

A key focus of the strategy is to ensure we keep Territorians here and we meet expectations for those considering a move. The Territory Labor Government has invested $4.95m to improve the lifestyle of Palmerston families; the $200m Cities Deal which will cool, green and revitalise the CBD; investing in festivals and turbocharging tourism for locals and visitors.

Understanding the drivers for change

Charles Darwin University is hosting an online survey, The Territory and Me, which involves collecting information over two years about what people like about living in the NT, what they don’t like, what encourages them to stay and how connected they feel to the Territory.

Focus groups will also be held with people about their relocation decisions.

The Territory and Me survey is the follow on from the original CDU research undertaken to inform the 2018 – 2028 Northern Territory Population Growth Strategy.

Further work will be done to measure the level of conversion and how people’s perceptions of the Territory have changed.

Quotes from the NT Chief Minister, Michael Gunner:

“More people means more jobs - that’s why we need to increase our population.

“We know that increasing private sector investment creates strong economic growth and more local jobs - especially more permanent jobs.

“Last year the Territory Labor Government released the NT’s first ever population strategy to help us attract and retain people, and a year in we have more than 450 people who have, or are in the process of, relocating to the region.

 “These are small but significant inroads into boosting our population. It’s a big decision to relocate a family to another state or country and one that isn’t made quickly.

“I’m confident the focus we have on attracting private investment, creating jobs, improving infrastructure and telling the story about why the Territory is a good option, will lead to more and more people moving here over the next decade.”

Media contact: Cameron Angus 0404 021 192.

 

 


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