Tell Your Story: The Narrative Behind Queensland’s Future Resources Event
The Courier Mail’s Future Resources event last week underscored the significance of mining as Queensland’s most crucial sector. It also delved deeper into the industry's most valuable asset: its people and their stories.
For the Wahoo Advertising team, attending this event was a fantastic opportunity. We heard from influential leaders such as Samir Vora, Executive Director of Bravus (formerly Adani Australia), Janette Hewson, CEO of Queensland Resources Council, Nick Jorss, Executive Chairman of Bowen Coking Coal, and Samantha McCulloch, Head of Australian Energy Producers. The panels also featured industry voices like Sienna Mallon, Rockhampton based miner and TikTok personality, as well as Queensland Premier Steven Miles, who participated in an interesting Q&A session with Courier Mail editor Chris Jones.
The speakers did not shy away from addressing recent challenges in the sector. They tackled issues such as government taxes and royalties, the future of renewable energy, and the increasing need to attract younger generations to the industry. Ashara Moore, named Queensland’s most exceptional young woman in mining by the QRC in 2024, highlighted the prevalent misinformation and preconceived notions among young people. This sentiment was echoed by other panelists, emphasising the need for mining companies to strategically use content, storytelling, and creative communications for talent attraction and branding.
Source: The Courier Mail
A common theme of the event was the need to change the conversation, embrace the purpose of mining in Queensland, and break the stigma associated with the sector. Simon Kuestenmacher, Director of The Demographics Group, spoke about the crucial role of mining and the strong future forecast for the industry, declaring that mining is "absolutely not going anywhere." He highlighted factors such as population growth in Asia, the electrification of global transport systems, and the drive towards net zero. Kuestenmacher emphasised that mining underpins this future and should be seen as an enabler of the clean energy transition.
Mining companies should capitalise on this momentum by telling their stories to showcase their contributions and successes. Leveraging brand storytelling, creative content, and effective communications is critical to cementing each company’s place in the future of mining. Robust strategies and effective execution behind these elements guarantee a significant impact for businesses in the sector.
Wahoo Advertising is dedicated to the future of mining. We understand the challenges of mining, in particular talent attraction, and are committed to embracing the way forward. As a full-service agency with extensive experience, we deliver strategic solutions tailored to the needs of Australia’s mining and resources sector through innovative marketing, communications, and creative services.
“Talent attraction in the mining sector is a multifaceted challenge. It’s not just about finding candidates; it’s about showcasing your company as the employer of choice in a highly competitive environment.”
“We speak the language of mining, and that gives us a unique advantage. It allows us to communicate the benefits and opportunities of our clients’ companies in a way that talent truly understands.”
With a proven track record of delivering high-quality video and still photography content, branding, websites and digital marketing, and creative advertising campaigns, Wahoo Advertising is the trusted partner to elevate mining companies and deliver exceptional results for marketing communications projects.
For more information, contact Janine Paynter at jpaynter@wahooadvertising.com.au or visit our mining page
words by Alexandra Smith, Account Manager at Wahoo