Oct 18

In the past 12 months, we’ve enjoyed delivering great PR results for a broad range of national clients. These bigger accounts are an amazing win for our agency – and we believe it’s part of a much bigger trend of decentralising out of the major metro areas as more big corporates embrace the value regional agencies offer.

Here’s our take on why this is happening:

The regions are thriving

People are on the move. With 500,000 people set to arrive on the Sunshine Coast by 2041 alone, regional economies are growing fast. This migration is powered, in large part, by remote working as businesses have realised the importance of flexibility and adaptability. We still love face-to-face time but online meetings, emails and Teams chats mean we connect with our clients in Brisbane, Sydney and Melbourne every day.

Likewise, on the Sunshine Coast, we have an international airport that can take us north or south – and this airport service is only set to grow. We recently delivered a community engagement report for the Sunshine Coast Airport on the Domestic Terminal Redevelopment that will directly impact on the remaining 50% of design work. Disruptor airlines like Bonza are also making regional centres more connected than ever before. Geographically, we are perfectly positioned to deliver work for any of our national clients.

A changed landscape

Emerging out of Covid, the business world has changed – and so have corporate strategies. Even before the pandemic, consumers were expecting organisations to prioritise and demonstrate purpose and social responsibility in their activities. Audiences are more discerning, markets are more crowded and it takes a ‘fresh’ perspective to achieve cut-through.

In this fast-paced environment, businesses are prioritising a strategy-led approach to deliver efficient results over flashy panaceas. Forward-thinking businesses know they need their blinkers off and recognise the value of having a local agency that can seamlessly integrate into their teams and adapt to changing dynamics on the ground.

Regional agencies also often offer cost-effective services without compromising quality, which is an appealing proposition in the current economic climate.

Best of both worlds

Fresh PR & Marketing has always been leading the pack with a combination of big-city expertise with hands-on regional execution. National agencies may have impressive resources but they sometimes lack a personal approach. We deeply understand the Sunshine Coast and Queensland, as we are an integral part of our community and make real connections with our client’s audiences and the local media. We not only listen to local market conditions – we’re living in them too. It enables us to bring clarity and expertise to the table and tailor our client’s campaigns to be more empathetic and responsive.

We’re excited about the opportunities ahead and the chance to continue proving that a local agency can achieve big results. So, if you’re looking for expertise, clarity and flexibility, consider partnering with a local agency for your business needs.

About The Author

Helen Perry


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