A promotional campaign targeting newly qualified young people and families to move to the Timaru District for jobs and affordable housing has been a key focus for Aoraki Development this year.
As the Timaru District’s economic development agency, Aoraki Development is charged with assisting businesses in the region attract and retain a skilled workforce.
In the annual stakeholder survey undertaken by Aoraki Development this year, one of the key points highlighted by businesses in successfully attracting young, skilled staff to move to Timaru was house affordability.
The lure of owning their own home was reported to be the most significant drawcard, after the job itself, in attracting and holding younger staff to Timaru.
The result has been the launch of the targeted promotional campaign, ‘We love Timaru’, that has featured on billboards in Auckland and Christchurch, magazine advertisements, social media videos and newly installed colourful street flags in central Timaru.
“Our businesses need more skilled staff, so we’re trying something new and exciting with this promotional campaign. “It’s been exciting to watch it gain traction and get attention right around the country,” says Chief Executive Nigel Davenport.
He says the campaign message is embodied in ‘We love Timaru’—developed from the Timaru District being the heart of the South Island and heart equals love.
“It’s evolved to a targeted campaign, focusing on what we love about being here. The social media videos and billboards tell the message from the viewpoint of a variety of people who’ve moved here about what a great place the Timaru District and wider South Canterbury is to establish yourself.
Be time rich and generally enjoy life—where else would you want to be?” Among those who have been featured in the campaign is a younger HR professional whose move to Timaru progressed his rise up the career ladder and a Wellington family who are relishing the easy lifestyle and access to recreational activities.
The campaign directs people to the webpage welovetimaru.nz that features the range of promotional videos, plus contacts for recruitment agencies, schools, housing and more.
“It’s all about sharing the message of what we love about Timaru, whether it’s our affordable houses, our fantastic work-life balance, easy access to recreational activities, our beach and our mountains.
“We want to share the message so people looking for jobs will take a real hard look at Timaru and think ‘why not?’” Nigel says people are increasingly looking at career and lifestyle options in the regional centres.
Timaru District is just two hours drive south of Christchurch; a picturesque region flanked by the majestic snowed-capped Southern Alps in the west, the Pacific Ocean in the east and bordered by the Rangitata and Pareroa rivers in the north and south.
It can be an excellent base for exploring the hinterland, through to the Mackenzie Country, Lake Tekapo and Aoraki Mt Cook, and there is a direct flight service between Wellington and Timaru.
Newly established, the Timaru app is free to download and provides information ranging from events taking place, to cafes and restaurants, emergency doctors or dog exercise areas.
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Caroline Bay - just one of the many attractions of Timaru.
