Image Upload

File size must be less than 500kb

File types (jpg, png, gif)

Port Albert has been popular in online real estate searches.

Move to More

Move to More

Port Albert has been popular in online real estate searches.

Campaign to entice more city dwellers to the regions

While Gippsland has already proved to be a popular alternative for Melburnians wanting to give up the city life, a new campaign by the Regional Australia Institute is aiming to make it a long term trend.

"Move to More" promotes the opportunities and abundance that can be found regionally, which Institute CEO Liz Ritchie says people were awakened to as a result of the pandemic.

"The multi-platform campaign is designed to showcase the regions as a place of abundance, but equally it’s about promoting the opportunities that we know exist," Ms Ritchie said.

“Most people have the desire to achieve more, give more and do more during their life - this is universal. Move to More invites people to search for the ‘more’ they have been longing for.

“We know people want more space, more bang for their buck, more time, more opportunities and a better connection with the environment and their community.

Article continues below

“Regional Australia has been one of the country’s best kept secrets but not for much longer. Our campaign will reach out to the hearts and minds of the one-in-five metropolitan residents looking to make the move,” Ms Ritchie said.

The campaign is the first of its kind in Australia and the collateral includes television commercials, print ads, billboards, digital marketing and social media advertising which will be seen across Sydney, Brisbane, Melbourne and Perth, starting in April.

“Regional Australia is experiencing a renaissance, driven by urban push factors such as congestion, housing affordability, stress levels and a lack of time with loved ones. Move to More shows people that there is more to life than this and that Regional Australia is ready and waiting!” Liz Ritchie said.

The Move to More website will help people find the right town for them. It invites users to take a short quiz and then filters functional aspects (housing, employment, transport, schools, health and entertainment) to arrive at a selection of towns that meets their desires.

“We are on the cusp of a major paradigm shift towards regionalisation. We believe Move to More will help accelerate this positive change for the benefit of the nation and will assist all levels of government to capitalise on it.

“Regionalisation is a vision for our future – a future that is more balanced, more equitable, more sustainable and more prosperous for our entire nation,” Ms Ritchie concluded.

The Latest

Join Us