New regional campaign celebrates the people that make it

The wonder of Western Downs locals will be the focus of a new campaign to generate community pride and showcase the region’s fantastic tourism opportunities.  

Western Downs Regional Council has today launched a new brand – “It’s the people that make it” in a bid to celebrate the unique personalities that make up our fantastic region and their contributions to our diverse economy. 

Western Downs Mayor Paul McVeigh said the brand was about establishing a regional identity and celebrating all that sets the region apart from other communities to live, work and visit.  

“This is about creating a distinct, unified, and authentic voice designed to generate pride and ownership for our residents,” Cr McVeigh said.  

“With such rich industries like agriculture, energy, manufacturing and vibrant small business, it truly is the people that make our region what it is. 

“This goes beyond encouraging more people to visit our great region – it’s about encouraging each other to become ambassadors for the great region we call home, which ultimately boosts economic opportunities across the board.” 

Council Spokesperson for Tourism, Events and Regional Promotion Councillor Kylie Bourne said the brand would form part of our everyday. 

“This brand has been developed over more than 12 months with various people and stakeholder groups across different industries, towns and demographics,” Cr Bourne said.  

“The campaign is designed to be something we can all be proud of which is based on the core values, culture and experiences that define who we are.  

“We’ve been working closely with hoteliers, local businesses and chambers of commerce to help spread the word far and wide, and now it’s over to the wider community to embrace this fresh take on our identity. 

“We hope that when residents spot “It’s the people that make it” around the region, they consider how special and unique our community is and share it with their friends and family.” 

Chief Executive Officer of Southern Queensland Country Tourism Peter Homan said the campaign had delivered a wonderful brand for the Western Downs.  

“I’ve seen a lot of brand campaigns and I’ve seen a lot of brand narratives and I think this is one of the strongest I have ever seen,” Mr Homan said. 

“This brand captures the essence of Western Downs and this is going to be a really good campaign with great outcomes. 

“We are very excited at Southern Qld Country Tourism to get behind it and support it however we can.  

“From a tourism point of view, the brand is very real and will be easy to take to market to promote the region.”