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Business support program wins national award

News Article Date: 
Tuesday, 29 October 2019

Warrnambool City Council’s CBD Business Support Program has been recognised at the Economic Development Australia Awards for Excellence.

The Business Support Program, put in place while the city centre renewal was undertaken, won the marketing and promotion category.

The Business Support Program included a $1 million prize draw, the Find the Five promotion, business mentoring, A Very Liebig Christmas, AFL finals giveaways, Easter promotions, Beers & Ideas, free parking and more.

“The aim of the program was to support the businesses in the city centre during disruptive construction phases of the city centre renewal,” Director City Growth Andrew Paton said.

“We had researched the experiences of other cities that had undergone similar city centre renewals and looked at how we could deliver the work to cause the least disruption and what activities could be done with businesses during that time.”

Information gathered during the promotions enabled Council to assess the impact they were having on people’s decision to come to the city centre.

“As an example we learnt that the $1 million prize draw generated transactions valued at $2.4 million with the average spend per entrant of $145,” Mr Paton said.

“The Find the Five promotion generated transactions of $1.2 million with CBD businesses distributing 126,000 competition cards.

“Council also established a promotional website, which showcased dozens of video profiles of city centre traders along with containing details of the various promotions.

“And Council’s Shopfront Façade Improvement and All Ability Access Grant program provided $105,000 to 54 businesses with the value of shopfront works totalling $306,000.

“The participation of traders was a key to the success of the program; encouraging customers to enter promotions such as the Find the Five competition and the $1 million prize draw helped make the program effective.

“Council would also like to acknowledge the traders who were members of the Liebig Leadership Group which helped steer the program.

“And a big thank you to the Warrnambool residents and visitors who kept coming to the city centre while the construction was under way.

 “Ultimately, with funding support from Victorian and Australian governments, Council delivered a very substantial, once-in-a-generation transformation of Liebig Street.

“Major work was completed above and below ground that has improved accessibility and created a more welcoming and inviting space.”



Economic Development Australia is the national peak body for economic development professionals. The National EDA Awards for Excellence were held in Adelaide last week. The awards received more than 80 submissions from across Australia which were shortlisted to 27 finalists in nine categories. 

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