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6 October 2003 Interview
Transcript Bedford: Coming up... selling your town to newcomers. If you had 30 seconds, how would you sell the benefits of living in your town. We do want your calls... feeling country proud this morning. What have you got to offer for all these city slickers that John Brumby's telling to move to the bush. On Friday we spoke to John Brumby unveiling his marketing campaign to promote opportunities to live and work in regional areas. The slogan is 'Make it Happen in Provincial Victoria' - I really liked our caller that rang to give us a different slogan which was 'Think outside the Federation Square'. We want your calls this morning to sell your patch. We'll give you 30 seconds and you can tell us why people should move to your part of the country. You can call us now, 1300 303 468. One person who has already spoken out in support of the marketing campaign is Darren Chester, the Executive Officer of Champions of the Bush. He joins us on the program. Good morning Darren. Chester: Good morning Kathy. Bedford: Darren do you think this is an opportunity for country communities to attract new residents and new investment? Chester: Certainly. I think it's great news and something that Champions of the Bush, and other organisations for that matter, have been talking about now for a couple of years. We've been concerned that perhaps there's a negative image of regional Victoria out there that we need to address because it's holding back regional development. Businesses aren't likely to invest in the country if all they ever hear about is the doom and gloom. This is a good opportunity to make the point that you can run a successful business in regional Victoria, that regional towns are vibrant, exciting and interesting places to live. I think the challenge is there for us as country people - we've been guilty of being a bit too negative ourselves in the past - we've got this opportunity to become better salespeople and promote the benefits of regional life. Bedford: You're obviously not going to do it - I'm going to have to play Devil's advocate. We just don't want these people. We've got bad roads, our hospitals are suffering, we're all facing serious water restrictions, we haven't got the infrastructure in place Darren, we don't want them. Chester: I know what you're trying to say Kathy. I think we've got outstanding reasons why people should move to country areas. I look at my own region for example, I'll take up your 30 second challenge if you like. Bedford: Alright -you're in Lakes Entrance aren't you... Chester: That's right... Lakes Entrance in East Gippsland. I think it's one of the best parts of Victoria. We've got incredible diversity. Where else can you be in the mountains one minute and then two hours later be down at the 90 Mile Beach or at the Gippsland Lakes. We have some great fishing and boating opportunities. There's a wonderful sense of community, there's top sporting facilitiesÉ and would you believe they even let me play on the golf course and I'm an absolute hacker! Bedford: You've still got 10 seconds (laughing). Chester: You can also go down to the trawlers and get fresh prawns, scallops and fish - straight off the boat. Bedford: I guess the argument would be for many professionals that 'I can't do my business from Lakes Entrance or from anywhere outside of Melbourne'. Chester: It won't be for everyone - we don't pretend that it's going to be for everyone. But this promotion by the State Government will at least raise people's awareness, maybe have a second look at country areas, have a think about 'can I move to a country area, can my business be sustainable in a country area'. In the past, we haven't really raised it as a topic for discussion. I think it's a step in the right direction. Bedford: I don't want to be the only negative one. The Property Council of Australia have come out quite damningly saying we just don't have the support services in regional areas. Chester: I saw the Property Council's comments and they're quite accurate. I agree - it can't be this easy, it's not going to be something that we should get carried away with. That just because we do some advertising it's going to deliver all the answers to country Victoria. We're also keen to keep up the pressure, like the Property Council, to keep up the pressure on the government to spend more on infrastructure like our roads, our bridges, our health and education services. One of the first rules of marketing that people should always remember Ôyou don't raise expectations unless you can deliver the goods'. I firmly believe that we can deliver some outstanding attractions in regional Victoria. The government shouldn't be allowed to think this is the sole solution to everything and just gloss over the issues. But we shouldn't be the proverbial wet blanket either. This is not the end of the journey but it is a step in the right direction. Let's use the opportunity to talk up country towns and get some positive dialogue going between country communities and city people. Bedford: Well Darren you've had your 30 seconds to sell Lakes Entrance, let's take some calls. Talkback
callers: Bedford: Darren Chester the Executive Officer of Champions of the Bush. Health is one area Darren where we could do a little bit better in country areas, isn't it? Chester: Health is one issue that flows in very strongly when we try to attract skilled workers to country areas. Skilled workers expect to be able to access good health and good education services for their families. So it is something that we have got to keep the pressure on governments to be aware of. I think everyone would agree there are areas for improvement in country areas, just as there are areas for improvement in city areas. Bedford: The State Government kicked off these ads on the weekend. I'm a little bit confused because they are actually playing them where I am and I'm already converted. I live in regional Victoria - why do you think they are doing that? Chester: I think the point they're trying to make is we've got a job to do ourselves if the program is to be successful. It's urging local governments, businesses and residents to piggy-back on the announcement to help build a bit of momentum. To make people feel welcome if they actually do make the shift. I was asked the other day Đ don't you have to live in the country for 40 years until you're part of the community or a local - and I think the message is to make them feel welcome. We've got the need for more passionate, positive people in country areas and we can accommodate certainly a lot more than we've got at the moment, in terms of the population in most country areas. Bedford: Who's going to watch an ad on telly and suddenly sit up and say 'yes', let's do it. LetŐs move to the country. Do you think it will make any difference? Chester: It's not going to be the sole basis for a lifestyle decision but itŐs going to help to address the negative image and at least people will start to think about it. It helps to counter the bad news we get in the metropolitan media - let's face it, bad news sells better. The stories of fires, droughts and floods which tend to make people think that everything's tough in the bush. It becomes a self-fulfilling prophesy that things are all rundown when the reality of life is completely different. I love the fact that there's no traffic jams. It's a safe place to raise your family. You get a great, strong sense of community and you get involved in community life. Our homes, as we've talked about before, are much more affordable and you can enjoy such wonderful natural environments. If the campaign actually encourages people to at least take a second look, then maybe they'll make some further investigations, like one of your callers recommended, and decide whether rural life is really for them. It doesn't suit everyone but at least this campaign will encourage people to give it some serious thought. Talkback
callers: Bedford: Darren, that is what we are hearing, health issues, job issues. But I guess the argument is if that if we start getting more people to these regional areas that actually in itself creates jobs. Chester: It certainly does. It's something that has been talked about in the past that you need this critical mass in a regional town - you need a certain number of people to keep some of these services in there. We've seen with banks and other services being withdrawn that the excuse has been a lot of the time that there's not enough people there to warrant it. If we can get some more people back into the country towns, surely we can start attracting more of the services. I know it's a chicken and egg type situation but to keep these services viable, to make businesses sustainable, we're going to need more people and I think a program like this, hopefully can deliver some results. Bedford: Well it's been a pleasure talking to you. You're a big fan for the bush. I'm with you Darren, I'm not against you - thanks for your time. Chester: Thankyou. Bedford: Darren Chester is the Executive Officer of Champions of the Bush. Let's take a final seller - we've got Barry from the Wimmera. Talkback
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