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3 October 2003 Business leaders support bush marketing campaign A group of leading regional businesses has welcomed the Victorian State Government's $1.3 million marketing campaign to promote lifestyle and business opportunities in regional areas. Champions of the Bush Executive Officer Darren Chester said the campaign was something the business community had been advocating for several years. "It's great to see the State Government has listened to organisations like Champions of the Bush and taken a positive step to promote the opportunity to live and work in country Victoria," Mr Chester said. "We believe the negative image of rural and regional Victoria has been holding back development and a marketing program like this is certainly a step in the right direction." Mr Chester said the marketing campaign would make city people think again about country life. "The people who live here already know that life's better in the bush and there's plenty of room for more people who are positive and passionate about regional Victoria," Mr Chester said. "We need more skilled people. A lot of older people are already making the move and we will welcome young families who are attracted to the more affordable housing and better lifestyle for their families. "The message that Champions of the Bush has been promoting for the past two years is simply you can have a successful, happy and prosperous life in the country. Mr Chester said the marketing campaign would help to address one of the issues identified in the recently released Regional Business Development Analysis (RBDA). The RBDA Action Plan was prepared by an independent panel after an extensive consultation program throughout Australia. "The RBDA Action Plan identified the image problem as a big barrier to investment in regional areas," Mr Chester said. "Champions of the Bush believe we must be more positive and sell the advantages of rural life rather than focus on the negatives. "This Victorian program addresses one of the report recommendations calling for more promotion of the positive features of regional Australia - especially the investment opportunities and the lifestyle advantages. "We'll be encouraging the Federal Government to assess the Victorian campaign, with a view towards initiating a program like this throughout Australia." Media
information: For further comments contact Darren Chester on 0351 55
3719 or 0412 153 719.
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