The Palms Collection on behalf of PPNQ Developments Pty Ltd
The year
2021
The challenge
A $360 million multi-use water park, tourist park and residential development was about to be voted down by Cairns Regional Council. The reason being was that the only people Council had heard from in relation to the development application was that of the opposing side. The opposition to the development was actually from a very small group of nearby residents who unfortunately had a loud voice. Those for the development, which was the majority of residents and business and advocacy groups, had not made their position public and whenever they tried, they were being drowned out in the media.
The development had so many positive economic, employment, housing and social benefits, it would’ve been a real shame if it wasn’t able to proceed due to a minority overshadowing the majority. Danae Jones was engaged to bring the ledger back in favour of the majority so the proponent could secure an approval of the development application about to be put before Council.
The outcome
Danae Jones and her team undertook extensive and pro-active public consultation, manning stalls in shopping centres, at community events and on site at information centres to ensure the positive messages started to be heard. A petition was introduced in favour of the development and a proactive and highly strategic and targeted media campaign was commenced to start to raise the positive voices for the project in the local community. A groundswell of support was drawn behind the project and the proponent and the media’s coverage began to shift in favour of the development. Within three months, the proponent was able to submit a development application that was approved unanimously by Council, allowing for the large-scale infrastructure project to proceed. Danae and her team continue to manage the public relations and marketing of this development three years on and the excitement in the community is wonderful to see as the construction phases start to take shape.
