Evocities: The Regional Livability Success Story

Abstract

This chapter describes the establishment of Evocities, an alliance of seven regional cities in country New South Wales, designed to attract population back to regional Australia. Here, the Evocities story is examined with respect to its approach to campaign development: the development a strong evidence-base, coupled with innovative strategies to market the ‘point of difference’ for inland regional cities. The case study explores the challenges of funding, brand development, and developing an effective response capacity to deal with the overwhelmingly positive response that ‘Evocities’ attracted – and continues to attract.