Regional Development Victoria

Ready when you are campaign markets to Melburnians


Regional Living campaign posterLaunched on June 30, Ready When You Are is the Victorian Government’s new campaign to showcase the many wonderful attributes of regional living and encourage Melburnians to make the move.

The aim of the campaign is to open city people up to the lifestyle, employment and investment rewards of regional Victoria. That is, encourage Melbourne residents and businesses away from the mortgage stress, competitiveness and congestion of the big city.

Ready When You Are draws on research showing the key drivers and attractors to relocation are access to jobs, affordable housing, education, health and lifestyle. The digital media campaign and supporting website features families from around the state who have already relocated to regional Victoria, and shares their stories about what encouraged them to move.

Ready When You Are is aimed directly at Melburnians and features nine locations with tailored information about employment, education and business opportunities.  The campaign was developed in close collaboration with our 48 rural and regional councils, each of which contributed its own local content.

This content features prominently on the website to give prospective residents an authentic taste of each area and the chance to get in touch directly with any council. The campaign lets Melburnians know that regional Victoria is ready with more jobs, a more affordable and diverse lifestyle, and comparable community infrastructure and services. Plus opportunities for more businesses and investment, and everything else anyone could need for a more rewarding and fulfilling life.


  • Share this page:
  • twitter share button
  • facebook share button