Parramatta launches new image with Where it’s AT campaign
Parramatta is often dubbed “the centre of the universe”. Now a $2 million campaign is showing the rest of Sydney and the world how it has transformed into an epicentre of sport, culture and education.
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A $2 million marketing strategy promises to blow people away by showcasing Parramatta’s transformation from a “town” in western Sydney into a city.
Parramatta Council’s Where it’s AT glossy campaign sells “Sydney’s Central River City’s” sporting, entertainment and business drawcards including Bankwest Stadium, Parramatta Square, Western Sydney University, the Riverside Theatres and the light and metro train projects.
The Parramatta Eels, Western Sydney Wanderers and National Australia Bank are backing the rebranding project, which will be unveiled in the NRL season opener at Bankwest Stadium tonight, and targets an audience of young adults.
“This whole city’s on the move and this brand resonates with what’s happening in the city,’’ Parramatta Lord Mayor Bob Dwyer said.
“We’re living in exciting times in Parramatta and this brand sets the scene for us and the exciting progress we’re going through at the moment.
“Everything is happening out here.
“This has become an economic powerhouse.’’
The campaign is also being used to fuel more investment in Parramatta, which chips in $30 billion to the NSW economy each year.
“Parramatta is already attracting people and businesses from across Australia and the world,’’
Paramatta Council CEO Brett Newman said.
“We are creating opportunities from the many infrastructure projects that are under way and our city’s renowned education, health, research and innovation hubs.’’
Bankwest Stadium has been credited for broadening Parramatta’s appeal, and is shifting perceptions of the city.
“People in the past might have seen it as a roughhead location on the football show (the Footy Show),’’ Cr Dwyer said.
“Now they say ‘Oh I didn’t know you had such great food.
“I think they probably thought it was a town in western Sydney previously but we’ve grown so much over the past five to 10 years.
“I think people’s perceptions will change dramatically.
“When they come here they’re just blown away what’s happening.’’
Elton John and Cold Chisel have already rocked the Bankwest Stadium stage but Parramatta is going gangbusters beyond the sporting pitch.
The population of about 260,000 is forecast to double over the next 20 years and the CBD is expected to surpass North Sydney as the third largest office market in greater Sydney by 2022.
Parramatta Square — the nation’s largest urban renewal project — will house more than 24,000 professional workers by 2022.
Parramatta Square 4 has opened, with key structures 6 and 8 under construction.
“When the big mother goes up people are going to be blown away,’’ Cr Dwyer said.
The long-time Winston Hills dweller has defended the $2 million price tag for the rebranding.
“It’s an investment in our future,’’ he said.
“It’s not like we’re going to spend that $2 million upfront.
“We think the money budgeted for will bring Parramatta to the fore of everyone’s mind.’’
“It was small and quiet and it’s transformed and you feel good about coming to Parramatta. I’ve just got to sell it to people in the Hills district.’’