Kiwis lured to Adelaide

A balmy climate, award-winning vineyards, fantastic beaches, plentiful job opportunities and an affordable cost of living - sound tempting? The South Australian state Government certainly hopes so.

It is running a major advertising campaign in New Zealand national newspapers and magazines to lure Kiwis across the ditch to Adelaide. And it has some Kiwis worried.

Michael Barnett, chief executive of the Auckland Chamber of Commerce, believes the Adelaide campaign is a major wake-up call for employers and the Government.

"It is a global recruitment marketplace. We can't just sit back as employers and think this is the only option people have," he said.

A better wage and tax environment made Adelaide an attractive option, he said. "We have to make ourselves pretty attractive to keep the people we have got."

Jenny Brinkworth, communications manager for the South Australian department of Trade and Economic Development, said the city was often overlooked by potential migrants in favour of Sydney, Brisbane and Melbourne.

Driving the campaign were problems common to many developed countries - an ageing population and a skills shortage, she said.

When the Government developed a population policy last year it realised that it needed to attract migrants, especially young families, by highlighting some of the lifestyle advantages and job opportunities in the state.

The campaign stressed housing affordability, a balanced lifestyle, the lack of traffic congestion, and family-friendly policies.

"Housing affordability has struck a major chord with people," Mrs Brinkworth said.

"When people come to Australia, they tend not to look at Adelaide, yet other cities don't necessarily have the same strong economic base that we have," she said.

The Adelaide campaign had had a good response so far, said Ms Brinkworth, with the department receiving more than 3500 inquiries, with about 350 from New Zealand.

Half of the inquiries were coming from 30- to 40-year-olds and more than half were from families with children. A quarter of all inquiries were made by couples.

Adelaide-born Julie Griffiths, who moved here nearly 12 months ago, said Auckland was a good career move for her - but the quality of life was not as good.

The cost of living in Auckland was dearer, while Adelaide didn't have the same traffic issues, and had better weather.

"The reason I moved here was because my husband is a Kiwi. If it wasn't for him, I'd still be in Adelaide," she said.

Auckland Regional Council chairman Mike Lee said Auckland was a stunningly beautiful city, with wonderful beaches.