The project is expected to attract high income earners, generate new spending and spin-off business opportunities for the regional economy.
Communities in the Regional District of Mount Waddington (RDMW) have experienced significant change in the past few decades, including a transitioning economy, growth of the gig economy and improvements in broadband connectivity.
Advancements in last mile connections in remote areas, have enabled North Island communities to pursue new opportunities for economic development and diversification. With COVID related workplace adjustments, driven by the need to accommodate social distancing, there has been significant growth in home-based workers moving to smaller communities with more outdoor recreation opportunities and affordable home ownership.
Led by the RDMW, in partnership with Vancouver Island North Training and Attraction Society (VINTAS), an attraction campaign will be created, targeting potential home-based knowledge works who may be interested in relocating to the region.
The strategy will be based on published research, home-based worker interviews and focus groups to define the market segment and build the key messages. This information will then be integrated into a targeted marketing campaign featuring social media, print and other graphic assets.