From 1 July 2022, the structure and the name of Cityprom is changing — but our focus will remain on showcasing the best that Launceston has to offer.
Under a new name, Central Launceston Marketing Inc., our organisation will focus solely on the marketing and promotion of Central Launceston. This means that we will have more time, resources, and capacity to bring people into the city to enjoy Launceston’s businesses, organisations, and experiences.
Cityprom will be restructured and renamed to create alignment with the current and future needs of Central Launceston. Some of Cityprom’s current activities will become the responsibility of City of Launceston; for instance, the city’s busking program and the provision of Christmas trees will be managed by City of Launceston. Plus, there will be an increase to current operational boundaries.
This means the new entity, Central Launceston Marketing Inc., can be fully focused on delivering a suite of marketing and promotion activities that will benefit business owners in Launceston’s CBD.
Central Launceston Marketing Inc. will work in close collaboration with internal and external stakeholders, including local industry, greater Launceston local government authorities, Visit Northern Tasmania, and Tourism Tasmania, in three key priority areas:
What will we do? Position Central Launceston as a premier destination for entertainment, food and beverage, tours, accommodation, attractions, social connection, unique experiences, services, and shopping.
How will we do it? Central Launceston Marketing Inc. will launch marketing and promotion activities targeted to specific market audiences, while working in close collaboration with business community stakeholders.
What will we do? Activate places in Central Launceston that people feel connected to, increasing visitation among target market audiences.
How will we do it? Central Launceston Marketing Inc. will promote and facilitate events in Central Launceston, collaborating with City of Launceston and event organisers to initiate pilot events in line with core campaigns and place-making initiatives.
What will we do? Advocate for Central Launceston broader city topics and ensure the city remains competitive at local, regional, and national levels.
How will we do it? Central Launceston Marketing Inc. will approach government organisations and connect stakeholders and businesses with peak advocacy organisations to create strategies that achieve positive outcomes for Central Launceston.
In 2020, City of Launceston initiated a review of the current Cityprom and City of Launceston operations, which highlighted an overlap in current responsibilities.
Marketing is an essential activity for the future prosperity and growth of Launceston’s CBD and the businesses within it. As such, the decision was made to refocus the work of Cityprom with a key aim of establishing clear roles and responsibilities between organisations to improve service delivery.
Central Launceston Marketing Inc. will work according to specific functions and responsibilities that are designed to offer enhanced clarity, outcomes, and value for Launceston stakeholders.
Launceston stakeholders can expect to see a range of benefits from the focused marketing and promotion efforts of Central Launceston Marketing Inc., including activities designed to showcase the city and increase visitation to Launceston.
The Stakeholder Manager position has been increased from part time to full time, to support and collaborate with stakeholders and businesses on the range of activities undertaken by the restructured entity.
A key feature of the change is that the current Cityprom levy will be gradually phased out, with a reduction of 25 per cent per year for the next four years. Central Launceston Marketing Inc. will be entering a three-year agreement with City of Launceston to deliver marketing services, working under campaign KPIs to measure performance.
In addition, the membership structure of Cityprom will not be carried over to Central Launceston Marketing Inc. A new membership model will be established, consisting of nine Board Members who will make up the new membership base of the organisation. Board Members will be selected by an independent panel and will be reappointed every funding term.
Other operational and structural changes from the previous roles of Cityprom to the new roles of Central Launceston Marketing Inc. are detailed on this webpage and within the “further reading” documents linked further below.
Central Launceston Marketing Inc. will be dedicated to the marketing and promotion of businesses and experiences in Launceston CBD and the surrounding area. Targeted priority areas, clear definitions of responsibilities, and the introduction of a KPI reporting schedule will represent better value and clarity for Launceston businesses.
Central Launceston Marketing Inc. will launch on 1 July 2022, when Cityprom will cease in its current form. The Cityprom levy will be phased out at a rate of 25 per cent each year for the next four years.
No, the membership structure of Cityprom will not be carried over through the restructure. A new membership model will be established, consisting of initially four nominated Board Members who will make up the new membership base of the organisation. A further five Board Members will later be appointed. Board Members will be selected by an independent panel and will be reappointed every funding term.
You will still very much be a stakeholder though. Current Cityprom members and other stakeholders are encouraged to remain engaged with Central Launceston Marketing Inc. on an ongoing basis. The increased full-time Stakeholder Manager position and the wider geographical boundary will enable support and collaboration with stakeholders on the range of activities undertaken by the restructured entity.
While advocating for wider city issues is under the remit of Central Launceston Marketing Inc., it will no longer have the capacity to advocate for individual businesses. There remains a range of member-based organisations for businesses to engage with for advocacy support, including Launceston Chamber of Commerce, Tasmanian Hospitality Association, Tasmanian Small Business Council, and other relevant bodies.
Yes, a key focus for Central Launceston Marketing Inc. is to activate the city and bring people to Launceston through seasonal campaigns and special days. Business owners can expect a regular and comprehensive range of activities designed to showcase the city and increase visitation to Launceston.
Central Launceston Marketing Inc. will have increased geographic flexibility and a broader core service area, reflecting the expansion of Launceston since Cityprom’s establishment in 1988. New, flexible boundaries represent a more comprehensive and accurate picture of what Launceston has to offer, and increases the opportunities for marketing and promotion activities to target markets. Please find a map of the new geographic area in the “further reading” section of this webpage.
For more information on the proposed changes, why they are happening, and how they will affect you, please browse the following documents:
For further information or to ask questions, please contact:
Cityprom Executive Officer
03 6334 3321