Latrobe City Council has officially launched a new investment campaign designed to showcase the strength, diversity and potential of businesses and industries across the region.
Told through the stories of local business owners and operators - from long-established enterprises to emerging start-ups - the campaign highlights Latrobe City as more than a place to invest. It is a place to grow, evolve and transform.
Just 90 minutes from Melbourne, Latrobe City is strategically positioned as the vibrant heart of Gippsland. With affordable land, a highly skilled workforce, and infrastructure built to connect, the region offers a unique environment for business to flourish.
Latrobe City Mayor, Councillor Dale Harriman said the campaign reflects the energy and ambition of the region.
"Latrobe City has always been a place where ideas take root and industries grow. This campaign tells the real stories of our local businesses - from those who've been innovating here for generations, to new enterprises choosing Latrobe as the place to launch bold ideas," the Mayor said.
"We are more than a place to invest. We're a place to transform. With our strategic location, strong industry base, as skilled workforce and community that moves forward together, Latrobe City is where opportunities become reality.
"The static display installation adjacent to the Traralgon Library, is a powerful symbol of where Latrobe City is heading. As part of the Gippsland New Energy Conference, it not only showcases innovation and technology in action, it's an invitation for businesses, investors and the community to see first-hand the opportunities being created here in Latrobe."
The campaign also shines a spotlight on the region's competitive advantages, including:
- Strategic location and unrivalled access positioned on the Princes Highway (M1), with direct freight and passenger rail access to Melbourne, and home to the Latrobe Regional Airport.
- Affordable, investment-ready land with competitive land and rental prices make Latrobe a cost-efficient and attractive base for business.
- Skilled workforce with nationally recognised strengths in engineering, manufacturing and energy generation.
- Infrastructure for growth with High-voltage transmission lines, reliable water supply, and major industrial precincts ready to support energy, manufacturing, and logistics.
- Culture of innovation anchored by Federation University, TAFE Gippsland, and the Gippsland Innovation Centre.
Among the highlights is the Gippsland Logistics and Manufacturing Precinct in Morwell - a newly established 40-hectare site designed to drive innovation, employment and growth in advanced manufacturing, transport, and logistics. With fully serviced, affordable industrial land available now, it is anticipated to become a major hub for industry in the region.
Latrobe City is also positioning itself as a leader in Advanced Air Mobility (AAM) through the diversification of the Latrobe Regional Airport.
The Airport, located between Morwell and Traralgon, is already home to the Latrobe Aerospace Technology Precinct and is attracting leading research and development partners, including Swinburne University of Technology's AIR Hub and Nova Systems.
"Our vision for the Latrobe Regional Airport is bold - we are building a centre for aerospace innovation and advanced air mobility, right here in Latrobe," said the Mayor.
"This precinct is about future industries, new jobs and exciting opportunities for the next generation. It's a place where aviation, technology, and sustainability meet and where the future of aerospace is being developed."
Council's campaign underscores Latrobe City's unique offering: space to grow, support to thrive, and a community that believes in what's possible.
"Latrobe City is open for business - and open to new ideas," said the Mayor.
"Whether you're launching, expanding, or reimagining your business, there's no better place to do it than here."
