Building a new central business district

The Sunshine Coast capital, Maroochydore, is being transformed into a city for the 21st Century with a brand new city centre being built from the ground up. 


Working with SunCentral Maroochydore Pty Ltd, we’re changing Maroochydore’s reputation as sleepy coastal town to city of the future. To do this, we looked closely at the reputation Maroochydore has today to understand what it can be tomorrow. It’s estimated that the new 53-hectare city centre will provide a $4.4 billion boost to the Sunshine Coast’s economy over the next 20 years; generate 15,000 jobs within the next decade; create an estimated 30,000 new jobs by 2040, and provide a $5.9 billion boost for the entire Queensland economy.


However, our research also revealed that the Sunshine Coast and SunCentral didn’t appear business-focused enough to attract investors. The campaign had to communicate the amazing growth potential and demonstrate to developers and investors why the city will be such a great place to do business. To do this, we leveraged Maroochydore’s name in its own right to position it as a smart city: one of the most advanced communities in Australia, with a bright future for residents, tourists, and investors alike. 


“The interest we’ve received in the project from potential partners has been extremely positive” - John Knaggs, Chief Executive Officer, SunCentral Maroochydore