The brainchild behind Tasmania’s “Come Down For Air” brand marketing success is the new head of Brand Gold Coast.
Gold Coast Mayor Tom Tate said Todd Babiak would the inaugural leader of the new entity.
Mayor Tate said Mr Babiak, who worked internationally as co-founder of Canadian-based agency Story Engine, had most recently spearheaded the globally-recognised place branding effort in Tasmania.
He said developing an authentic brand for the Gold Coast and ensuring they city stood out from the crowd in both the Australian and global marketplace to improve investment and economic development, would take several years and a particular kind of focus.
“Securing Todd, who is recognised as one of the world’s foremost place branding practitioners, is a major coup for our city.
“The achievements of Brand Tasmania under his stewardship have been globally recognised with many awards including being crowned the best brand in the world in 2021.”
Mr Babiak said he looked forward to learning about the Gold Coast community.
“For the past five years I have lived and breathed Tasmania, working for the Tasmanian people helping to shift perceptions both from inside and out,” Mr Babiak said.
“A powerful and effective brand can be worth billions to a city or state, increasing investment opportunity and economic development.”
