Jane Laverty

Regional Director, Northern Rivers – Business NSW


Session title

Shifting from ‘destination’ to ‘place’ thinking–how the Northern Rivers is leading this evolution in mindset for NSW


Bringing together 7 different but united Council areas, Brand Northern Rivers is in the early stages of an ambitious place branding and identity project. Designed around four pillars of Investment Attraction, Provenance, Visitor attraction and Liveability, it promises to evolve the region’s offering to the world beyond that of classic destination marketing to a whole of region approach that fosters broad economic and social development. In this session, Business NSW Regional Director Jane Laverty will take us through the project to date, and how it will serve as a case study for other regions across the state to learn from in the future.


Jane Laverty is a self-confessed regionalist with a personal mission and passion for sustainable economic development, genuine community engagement and building a bright future for young people in the Northern Rivers.As the Regional Director for Business NSW Jane’s work revolves around advocacy for business, positioning the region for investment and championing policy that supports job creation, innovation and liveability in the region.She is a committee member for BrandNorthern Rivers and has taken a deep dive into the exciting and courageous world of place branding best practice-with the lessons learned influencing the future direction of this regional place brand