Image: OOTS crew behind the scenes on location with Colliers Director Peter Macadam.
When regional fundamentals are strong, the story sells itself, that is – if you tell it right.
There’s a difference between talking up a region and proving it’s ready.
When the Newcastle team at Colliers set out to showcase their quarterly property portfolio, the objective wasn’t just to drive views. It was to answer a more strategic question facing investors right now:
Why the Hunter? And why now?
That’s where Region Ready came in.
From OOTS idea to shared regional platform
Region Ready was originally developed by Out of the Square as a place-based platform designed to articulate the real advantages of living, working and investing in regional NSW.
Built as a free, open resource, Region Ready exists to help organisations move beyond surface level regional messaging and speak to what decision-makers actually care about– Connectivity, economy, workforce and long-term momentum.
It’s not a campaign locked to one brand. It’s a framework any business can tap into.
For Colliers, it became the perfect lens to support their quarterly Property Profile for the Hunter, grounding individual listings within a broader, investor-ready narrative about the region itself.
For Colliers, it provided a way to frame their portfolio within a bigger, more compelling story about place.
“There truly is no other region booming like the Hunter.”
Peter Macadam, Director-in-Charge, Colliers Newcastle
How it came together
Colliers already had credibility, data and deep local insight. What they needed was a campaign that connected property opportunity to regional momentum.
OOTS delivered a co-branded campaign suite designed to do just that:
- Strategic advertising aligned to Colliers’ national brand
- A hero video capturing the scale, diversity and energy of the Hunter
- A custom landing page built to inform investors and drive engagement
The creative focused on what actually moves decision-makers:
proximity to major markets, a diverse economy, critical infrastructure, and a workforce that wants to be here.
Importantly, it avoided the common regional trap of over-selling lifestyle without proving viability. Instead, lifestyle became the supporting act, not the headline.
The campaign was grounded further by having Peter Macadam front and centre in the video himself. Not as a presenter, but as a trusted local authority — reinforcing confidence through leadership, not just hype.
Why it worked
Region Ready isn’t a campaign template. It’s a shared language.
By aligning Colliers’ portfolio with a broader narrative about regional readiness, the campaign elevated individual listings into part of a much larger investment proposition.
“Region Ready was built to help organisations clearly articulate why regional NSW makes sense — right now”
“When leaders invest in that story, it builds confidence, momentum, and long-term value.”
Marty Adnum, Founder and Managing Director Out of the Square
The takeaway
Investors don’t just buy assets. They buy confidence.
Regions that win investment are the ones that can clearly connect place to performance.
For Colliers, Region Ready provided a framework to do exactly that — positioning the Hunter not as an emerging option, but as a region already delivering.
From connectivity to economy to workforce, the message was clear:
The Hunter is ready.
The question is — are you?
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