Brisbane Economic Development Agency’s (BEDA) domestic investment attraction marketing campaign Alive with Opportunity launched in 2022. In 2024 the campaign ran in two bursts aimed at increasing awareness for Brisbane as a prime business destination through key investment periods
Brisbane’s business brand tracking was conducted to measure the baseline level of brand health metrics and explore attitudes towards Brisbane as a business destination. The findings provided an opportunity for BEDA to position Brisbane as a city of business and investment opportunity, highlighting key economic advantages aligned to each of the city’s priority sectors, as well as the city’s population growth, infrastructure developments and thriving economy.
The campaign aims to showcase Brisbane’s strengths as a premier investment destination by targeting founders, CEOs, and investors. Through compelling success stories and case studies, the campaign seeks to engage with the audience, enhance brand awareness in key markets, position Brisbane as a leading destination for business opportunities, and drive engagement through increased website traffic, content downloads, and contact enquiries.
Results
BEDA’s Alive with Opportunity campaign, running from October 2023 to June 2024 in key interstate markets, achieved remarkable success. The campaign delivered over 16 million in reach, with out-of-home and BVOD placements exceeding booked impressions, and demonstrating strong audience engagement. Business and investment-focused podcasts, such as Fear & Greed and The Front, extended the campaign’s reach, offering full share-of-voice during the first half of 2024.
The media strategy delivered exceptional engagement, leveraging sponsorships with Nova and News Corp podcasts to showcase Brisbane business case studies and achieve 100% Share of Voice (SOV) in the first half of 2024. Digital audio podcast airtime extended reach within business content verticals for the remainder of the financial year. Additionally, a strategic partnership with VMO enhanced audience reach, while BVOD and Foxtel effectively delivered highly targeted and relevant content to the campaign's key audience.
Additionally, website traffic to the Business Investment content saw a significant increase during this period, with sessions increasing by 1000% compared to the previous period. Content downloads also increased significantly during the campaign.