The document discusses place branding strategies for the city of Gold Coast, Australia. It outlines several key programs and plans aimed at improving infrastructure, the economy, and quality of life for residents. These include expanding the public transport network, developing a skilled workforce, increasing tourism, and maintaining natural environments. Focus groups found residents see opportunities, while outsiders view it as mainly a leisure destination. The branding strategy aims to position Gold Coast as a global city with a diverse economy and entrepreneurial culture beyond just tourism. This will help diversify industries and promote higher education to create quality jobs.