With the flood peak imminent Rockhampton will only be in the national spotlight for just a few more days. We need to maximise the benefit of this!
There is vision of flood waters lapping homes, the obligatory Fitzroy Hotel and politicians looking as decisive as possible; but whilst sensitive to those affected can we organise some images that help sell the region to visit, maybe even reside in. Impossible during a natural disaster, not if you incorporate it.
Rockhampton features the only operating Purrey Steam Tram in the world. Each Sunday anyone can do something in Rockhampton they can’t do anywhere else in the world, have a ride on a Purrey steam tram. At the moment the trip is about one and half kilometres along Denison Street, could during the flood, if it could be safely done, the tram make regular trips across the flooded river. Think that would get the attention (and patronage) of the national media, think that might be a positive lasting image of Rockhampton, think that might get people to stop in Rockhampton on their next road trip and seek out a tram ride.
As the media stand in Quay Street, near the flood marker, arm them with information on one of the best heritage streets in Australia. Stories of who owned the buildings fronting the Fitzroy, what they were used for, the gold that was stored in some, wouldn’t that provide another flood angle that with images of the magnificent buildings increase travellers likelihood to see for themselves at a later date.
Give the media a different perspective of the flood standing at the back of one of regional Australia’s finest tropical gardens overlooking the swollen Yeppen Lagoon. Inform the media how the gardens were established, that the lagoon was once the main swimming hole. Wouldn’t images of Rockhampton’s Botanical Gardens increase the likelihood of travellers wanting to see it also for themselves.
Stories of loss and heart ache due to the flooding are sad and need to be reported, but we don’t want it to be the only content about Rockhampton shown on the national media. Image management is crucial if we are serious about improving tourism and liveability. It is not often Rockhampton is under the national spotlight, use this opportunity as best we can to show off some of our unique assets. “Never overlook the good in a bad situation” – Zig Ziglar.