Push for ad blitz to lure ci­ti­zens

Sunday Mail - - NEWS - MATT SMITH

HIP­STERS and fam­i­lies frus­trated by soaring in­ter­state house prices should be lured to South Aus­tralia by a huge ad­ver­tis­ing blitz to boost pop­u­la­tion growth and eco­nomic ac­tiv­ity, the Prop­erty Coun­cil says.

With SA still boast­ing some of the cheap­est me­dian house and unit prices in the coun­try, Prop­erty Coun­cil SA ex­ec­u­tive di­rec­tor Daniel Gannon is urg­ing the State Gov­ern­ment to tar­get frus­trated buy­ers over the bor­der.

“Here’s a tip for the de­ci­sion-mak­ers in Par­lia­ment House – why not have a na­tional ad­ver­tis­ing cam­paign that tar­gets in­ter­state hip­sters, fam­i­lies and down­siz­ers look­ing to ditch the share house, rental prop­erty or apart­ment and buy a home, while still main­tain­ing the morn­ing cof­fee rou­tine and sup­port­ing Ade­laide’s bevy of small bars,” he said.

“In this glob­alised, wi-fi­ad­dicted world, you don’t need to be sit­ting in the Syd­ney CBD to run your busi­ness. More start-ups and en­trepreneurs are work­ing en­tirely on­line, which means they can choose when and where they work.”

Mr Gannon said the ad­ver­tis­ing blitz could be funded by ditch­ing “ex­pen­sive ad­ver­tis­ing cam­paigns about highly-politi­cised is­sues”.

“A suc­cess­ful cam­paign like this would mean pop­u­la­tion growth, an in­flux of smart young cre­atives, more sup­port for our small busi­nesses, and the next gen­er­a­tion of jobs be­ing cre­ated right here,” he said.

“These are ex­actly the kinds of peo­ple and busi­ness own­ers the Gov­ern­ment should be tar­get­ing as fu­ture South Aus­tralian tax­pay­ers.”

Real Es­tate In­sti­tute of SA chief ex­ec­u­tive Greg Troughton agreed.

“The af­ford­abil­ity and life­style in Ade­laide makes it the per­fect lo­ca­tion to be earn­ing the east coast salary while work­ing via re­mote in Ade­laide,” Mr Troughton said.

“The liv­abil­ity fac­tor is also a ma­jor at­trac­tion. Hous­ing af­ford­abil­ity is def­i­nitely one of Ade­laide’s great­est as­sets.

“We are of­fi­cially the most af­ford­able main­land state in Aus­tralia. Ev­ery time I hear of the dou­ble digit growth of the east­ern states it re­minds me that you def­i­nitely get a fair bit of real es­tate for the money in SA com­pared to the oth­ers.”

Premier Jay Weather­ill said the ad­ver­tis­ing blitz was worth con­sid­er­ing.

“The State Gov­ern­ment is al­ready ad­ver­tis­ing in­ter­state,” Mr Weather­ill said.

“The idea of tar­get­ing a par­tic­u­lar co­hort of peo­ple in­ter­state is a good one.

“We’re al­ways will­ing to ex­plore new ways to ad­ver­tise all we have to of­fer here in SA.”

Lon­don-born Dan Levy ar­rived in Syd­ney in 2004, had a beer with the Opera House in the back­ground, and fell in love with Aus­tralia on his first night.

“I could just see that I could lead the life I wanted to,” Mr Levy said.

He met his Ade­laide-born wife, Emily, on a trip home to Lon­don in 2005 and the cou­ple moved back to Syd­ney.

“Ade­laide was a very dif­fer­ent place at the time,” Mr Levy said.

“It was seen as a place that was very dull, quiet and re­li­gious. That scared me.”

But, by 2012, Mr Levy could see Ade­laide had be­come more than just great beaches and winer­ies.

“We wanted to have a house and have a fam­ily, and Ade­laide was the place that 78 De­grees, Sacha La For­gia In­dia Red Ale, Pranc­ing Pony

Bas­ket Pressed Pear Cider, Side­wood Gor­gonzola and pear var­ie­gated with fig and wal­nuts, 48 Flavours

Wood­side Cheese Wrights Monet, Kris Lloyd CRG Food­land, Frewville made the most sense. Syd­ney prices were ridicu­lous. Ade­laide was slowly chang­ing,” he said.

The pair have bought an old brick home at Hove for $470,000 and are liv­ing the typ­i­cal young fam­ily life­style.

“We have two lit­tle boys Max, 4, and Fin­ley, nine months. We have a white picket fence, got a dog and an SUV,” he said.

By Mr Levy, who has been se­duced by Ade­laide’s laneways, sees the city as more than just cheap real es­tate.

About 19 months ago, Mr Levy started his dig­i­tal con­sul­tancy busi­ness More Space For Light.

The com­pany name came from his son Max, who used the phrase to de­scribe how he wanted more time in the day to have more time to do the things he loved.

Mr Levy, who found a bur­geon­ing new econ­omy driven by tech­nol­ogy, cre­ative in­dus­tries and start-ups, sees Ade­laide as the per­fect place to mix busi­ness and plea­sure.

“To me, it’s a re­ally ex­cit­ing place to be,” he said.

“I want to be part of a place where my kids want to stay. It is a sen­ti­ment that is shared by peo­ple that I know.”

CRE­ATIVE: Dan Levy, 38, en­joys a beer at the Clever Lit­tle Tai­lor on Peel St. Pic­ture: TOM HUNT­LEY World’s best gin: World’s best beer: World’s best pear cider: World’s best gelato: Best Aus­tralian cheese: World’s best su­per­mar­ket: Ade­laide Syd­ney Mel­bourne

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