Our recent work from the recent Dolphins NRL x City of Moreton Bay “Phins For Life” campaign. Photography: Dale Travers. 

If you’ve ever been to a Dolphins NRL home game at Suncorp Stadium — even their very first in 2023 — you’ve felt it. The surge, the passion, the roar of a community backing a brand-new team with zero runs on the board.

Predicted by some to not win a single game, the Dolphins defied expectations with thrilling upset wins, sellout crowds, and a first season so strong it ended in real disappointment to miss the top eight. And they’ve kept the momentum going.

Backed by the proud Redcliffe legacy but stepping onto the NRL stage as bold new contenders, it was clear they weren’t just here to make a splash in the park; they were laying a platform for long-term success.

This Saturday August 16, they take on the Brisbane Broncos in another sold-out showdown at Suncorp. It’s a must-win for both sides to claim a spot in the top eight, but it’s also about something more. Bragging rights. Belief. And a fierce display of just how passionate, proud and competitive this region really is.

The Dolphins’ success is more than a footy fairytale. It’s a barometer for a entire region on the rise – this is truly South East Queensland’s time to shine. 

Tim, our videographer, on set in the City of Moreton Bay.

Photography: Dale Travers

The SEQ surge, by the numbers

South East Queensland isn’t just growing – it’s booming. One in seven Australians now lives in SEQ, making it one of the fastest-growing regions in the country.

And with momentum already strong, Brisbane 2032 is set to accelerate it.

The Olympics are expected to:

• Inject more than $8 billion in economic and social benefits into Queensland
• Create around 92,000 jobs (Qld)
• Spark a 20-year pipeline of investment, tourism, trade and infrastructure.

Even without the Games, SEQ’s trajectory was rising. Now it’s gearing up to step onto the global stage.

What’s actually happening on the ground

Major precincts are being reimagined for the Games as well as decades of legacy.

According to Delivering2032, these are just some of the venues to keep an eye on (for now):

RNA Showgrounds / Ekka (Bowen Hills):
The newly announced Athletes’ Village will be built at the Showgrounds alongside a new 20,000-seat arena on Machinery Hill. Stand upgrades begin post-2025 Ekka, with works staged to keep the show running annually until 2032.

Victoria Park / Barrambin (Herston):
A 64-hectare park transformation is underway, with pedestrian bridges planned to link the park to Spring Hill and the CBD. A ~63,000-seat stadium has also been proposed as part of the Games legacy.

Moreton Bay Central (Formerly The Mill PDA):
Anchored by UniSC Moreton Bay, this area is energising education, innovation, sport and regional growth. The Moreton Bay Indoors Sports Centre (MBISC) has been named as a key venue for the Brisbane 2032 Olympic and Paralympic Games.

And yes — rail and road upgrades are progressing to connect it all, from the Cross River Rail (Brisbane’s biggest rail project in decades and guided towards 2029), and Brisbane Metro, to Gold Coast Light Rail from Broadbeach South to Burleigh Heads, to the largest rail project in SEQ with the Coomera Connector, as well as the Beerburrum–Nambour rail upgrades.

And of course, there’s plenty going on in the City of Logan, Ipswich, Toowoomba and surrounding areas too.

7 Ways to Get Your Brand Ready for the Main Stage

So, how do you turn all this momentum into a strategy?

Whether you’re a small business, bold brand, or growing enterprise, now’s the time to lay the groundwork.

1. Define your brand & goals for the Olympic moment (and beyond)

The world is coming, and the spotlight will be fierce. Where do you want to be when Brisbane 2032 kicks off? Now’s the time to revisit your brand DNA: what you stand for, how you speak, and why you matter. Set bold, long-term goals and shape a 7-year strategy that puts you front and centre when global attention turns to SEQ. When the opportunity comes, you want your brand to be ready: clear, compelling and unforgettable.

2. Know your audience — and do your homework

Marketing without insight is guesswork. Start researching: Who are you really talking to? Locals? Travellers? Corporates? Tourists? Think beyond demographics. What languages do they speak? How do they book? What do they expect? What will make them stop scrolling and start caring?

The better you understand their world, the more impact your brand will have in it.

3. Make digital your home ground

Your website is your business’s front door and come 2032, there’ll be a lot more people knocking. Is yours ready to handle the traffic? Whether you’re selling online or showcasing services, now’s the time to ensure your site is fast, user-friendly, and built to scale. And don’t ignore cybersecurity. With more eyes (and data) online, it’s critical to get a professional to audit and secure your setup — now, not later.

4. Start delivering good content now

In the lead-up to 2032, people will be hungry for stories, tips, experiences and inspiration. Create content that educates, entertains or empower. Start producing quality content to build social media and email lists now so that you’re collecting first-party data today and not relying purely on the algorithms later. But try to think about how you can do something that’s outside the box and captures (and holds) the attention of the masses.

5. Stay Agile & Curious

What’s working today won’t always work tomorrow. There will always be new platforms, changing attention spans, and emerging trends, and the brands that thrive will be the ones that adapt early. Be open to experimenting, test and learn, and don’t get too comfortable with the current playbook.

6. Be Ready to Win the Work

• Register for business opportunity updates via the Brisbane 2032 Procurement page.
• Check out the Business Chamber of Queensland or industry-specific groups for free workshops, tender tips and business events geared towards 2032 opportunities and beyond.
• Keep an eye out for Qld Government’s MyGamesPlan tool (once developed) to explore tailored opportunities based on your business type

7. Get Out There

Connect. Collaborate. Show up. Whether it’s local business events or hosting your own, industry expos, council-led initiatives or chamber workshops, the more plugged in you are, the better your chances of spotting opportunities before they go mainstream. It’s not just who you know: it’s who knows you.

Ready To Start Paving The Path To 2032?

The Olympics will reward the brands that show up early, not just when the torch is lit. So, where do you want to be in 7 years? Work backwards. Build the roadmap. Plant the seeds now.

Because just like the Dolphins are proving, when you back yourself early, build the right team, and show up with purpose — the crowd follows. And come 2032, the world will be watching.

Need a hand? Whether it’s a bold strategy, compelling creative or videography, or a new website or app you need, Lance Montana can help you map it, brand it, launch it, scale it and bulletproof it. Send us an email – we’d love to chat.