Internationally recognised destination branding expert Todd Babiak has been appointed as the first CEO of Brand Gold Coast, a move aimed at shaping the city’s identity to attract investment, tourism, and economic opportunities.
Mr Babiak, co-founder of the Canadian-based agency Story Engine, is celebrated for his successful leadership in place branding efforts across the globe. Most notably, he led the transformation of Tasmania’s brand, which achieved worldwide recognition, including the title of Best Brand in the World in 2021.
Gold Coast Mayor Tom Tate welcomed the appointment, calling it a significant milestone for the city.
“Securing Todd, who is recognised as one of the world’s foremost place branding practitioners, is a major coup for our city,” Mayor Tate said.
Mayor Tate emphasised that creating an authentic and effective brand for the Gold Coast would require years of strategic development to differentiate the city on both a national and global scale.
“Developing an authentic brand for our city, ensuring we 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.”
The recruitment process was competitive, attracting dozens of high-calibre candidates before Mr Babiak’s appointment was finalised.
Expert Leadership to Guide Gold Coast Branding
Melissa Donnelly, Chair of Brand Gold Coast, said Mr Babiak’s passion and extensive experience made him the ideal choice to lead the new initiative.
“The Board is incredibly excited to work with Todd, whose body of work speaks for itself,” Ms Donnelly said. “To secure someone of his experience and esteem will ensure this new entity hits the ground running.”
She also noted the complex nature of place branding, which relies on broad community engagement.
“Place branding is complex and requires buy-in from across our entire community, and Todd knows how to do this.”
Understanding the Gold Coast Identity
Mr Babiak, who spent the last five years shaping Tasmania’s identity, expressed his enthusiasm for the new role. He stressed the importance of understanding the unique character and values of the Gold Coast community to develop a brand that resonates both locally and globally.
“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.
He explained the economic value a well-crafted brand can bring to a city, highlighting its potential to increase investment and drive development.
“A powerful and effective brand can be worth billions to a city or state, increasing investment opportunity and economic development.”
Mr Babiak added that he was eager to collaborate with the community to uncover the distinctive qualities that define the Gold Coast.
“I am excited to build a new team and start to uncover, understand, and manage the magic in the air in this great city.”
Brand Gold Coast, A Strategic Move for the Future
The establishment of Brand Gold Coast reflects a long-term commitment to positioning the city as a standout destination for investors, visitors, and residents. With Mr Babiak’s appointment, the Gold Coast will leverage international expertise to develop a clear and compelling narrative that showcases the city’s strengths.
While the brand development process is expected to take time, stakeholders believe this step signals a strong start to ensuring the Gold Coast stands out in an increasingly competitive global landscape.
