The newly launched Brand Gold Coast team – headed by Todd Babiak – has undertaken the detailed process of understanding how Gold Coasters feel about their hometown. In the process, a new story is emerging for the city, one which speaks of resilience, entrepreneurship, and being unafraid to challenge the norm.

CNP Australasia x Mainstreet Australia is heading to the Gold Coast this August, and we’re looking forward to discovering firsthand how the Gold Coast is strengthening its reputation beyond its nightlife and surfing credentials. Ahead of the conference, we were honoured to hear from Tom Tate, the Mayor of the Gold Coast, as he explored the how and the why behind the creation of Brand Gold Coast.

Firstly, thank you for joining us! As Mayor of the Gold Coast, can you share what prompted the city to invest in a place brand strategy?

In simple terms, we believe in ourselves and know that, as the fastest-growing city in Australia, we have a compelling story to tell. Part of that story is reinforcing our reputation, nationally and internationally. Investing in telling our story has wide ranging benefits – socially and economically. That time is now.

Do you have any advice for other cities or regions trying to understand if a place brand strategy is right for them?

It’s not a nice-to-have … it’s a critical element for a destination like ours. Cities and regions are aggressively competing for visitors, investment, talented people, and students. We want everything we make on the Gold Coast to carry extra value because it was made by Gold Coasters. This takes work and sophistication, and community buy-in. Well executed place brand strategy can achieve that.

How did you ensure that you had the right stakeholders involved in the project?

We have been communicating with the business community from the beginning, and working as a council on a shared understanding of why this is so important. Brand Gold Coast’s first job was to listen to Gold Coasters, to understand their stories and to use that as the foundation of everything. Now they are sharing it, so all the stakeholders can use it.

Setting up the governance is one of the biggest challenges that many cities, regions, and countries face when it comes to place branding. How have you structured the governance to ensure accountability and impact within the strategy?

Governance is the most boring aspect but the most critical. We recruited a board of experts. Brand Gold Coast reports on its progress twice yearly to council, and seeks funding based on strategic and operational plans. Since the organisation operates with a client service model, it also has to provide value to its clients and customers. That is, other entities, the City of Gold Coast, and the broader community.

Citizens can sometimes react negatively to the perception that money is being spent on ‘just a logo’. Are you taking any steps to pre-emptively engage citizens in the strategy or address the difference between a place brand versus a place marketing campaign?

That’s true, but strong community ownership can dispel the majority of negative comments. The best approach has been to work from the ‘bottom up’ to ensure community buy-in is real and valued. We think of our place brand as an operating system, not a logo. Ultimately, a logo will evolve from this work and that will bring greater identity and focus to our city story.

Place branding is a long-term strategy, but what do you hope will be the first returns on your investment?

We are already seeing it: Gold Coasters, myself included, finding a new way to talk about our city and to reinforce who we are with the decisions we make every day.

Looking back on your journey to date, what advice do you wish someone had shared with you earlier?

We should have done this 10 years ago, but having said that, our story is so compelling today compared to a decade ago that we have not lost ground. In fact, if timing is everything, we are in that sweet spot right now.

Sounds like it! We’re excited for our delegates to get the chance to experience the Gold Coast’s story firsthand this August. Thank you for your time. 

We’re delighted that the Right Honourable Tom Tate, Mayor of the Gold Coast, will be speaking alongside Todd Babiak, CEO of Brand Gold Coast, at CNP Australasia x Mainstreet Australia this August 6-7^th. Book your place to discover how the Gold Coast is building a storytelling brand to support its future vision and to be inspired by place leaders across Australia, New Zealand, and the South Pacific region. 

Plus, you’ll have the opportunity to take your learning on the road, with one of two placemaking tours of the Gold Coast to see their regeneration strategies in action. Find out more here.