Competing globally, marketing locally: Subnational migration marketing in Australia and Canada

Abstract In an era of skills-focused immigration, subnational units increasingly assert their role in attracting the ‘best and brightest’ migrants, creating a complex landscape of vertical (national vs subnational levels) and horizontal (among subnational units) competition. This article investigates the marketing tools and strategies employed by subnational units in Canada and Australia in competing for migrants. Adopting a subnational comparative approach, the study examines eighteen subnational units across both federal states, utilizing official immigration websites, migration plans, strategy documents, and immigration streams. Qualitative content analysis reveals that subnational units use sophisticated marketing tools, including comparisons and rankings, dedicated websites, videos, overseas missions, and employer resources. This marketing is not merely supplementary to national efforts; subnational units create distinctive narratives and policies that appeal to specific groups, differentiating themselves from other units and even from the central government. These units leverage local advantages, target specific migrant groups, and adapt their strategies according to their population size, migrant attractiveness, and regional needs. I argue that subnational migration marketing shows competition for desired migrants extends inwards from national borders as subnational units develop their own strategies. Subnational migration marketing transcends traditional nation-centric approaches, demonstrating the importance of localized, niche-focused, and competitive strategies in influencing not only who arrives, but where they settle, ultimately impacting regional development and addressing internal population distribution challenges. The findings underscore the distinctive nature of subnational migration marketing, as subnational governments actively differentiate themselves from the federal level and from other units to shape migration flows and policies.