To the average ratepayer, spending more than a quarter of a million dollars to re-brand Liverpool as the Great South West may seem like a lot of money.
But Liverpool Council says it is confident the dividends will be much greater in comparison.
“This brand renewal strategy for the city will assist in attracting billions of dollars of investment, growth and jobs to the region,’’ says the council.
Liverpool Council will launch its new brand this Saturday, October 17 at Casula Powerhouse arts centre.
Council has confirmed that the cost of the brand creative and development strategy for Great South West was $130,000 and the roll out costs allocated to this financial year are approximately $270,000.
“This is a drop in the bucket when compared to the return on the investment for the community,” says acting Liverpool Council CEO Kiersten Fishburn.
“Existing and planned infrastructure spending in Liverpool, and on linking Liverpool to other key locations, is over $20 billion,’’ Ms Fishburn said.
“We are in fierce competition with other rebranded councils, like Penrith and Parramatta, also looking to attract local and international investment to their area.
“It’s a fact that strong branding for our region will provide a very strong return on a proportionally small investment.’’
Ms Fishburn said that Liverpool was already seeing a return on council’s work to revitalize the city and its brand – with businesses, government departments and even a university faculty choosing to relocate to the area.
The changes to the branding were happening quietly in the background but the smart commercial approach councillors had chosen was already paying off, Ms Fishburn said.
The Great South West branding is about Liverpool “proudly’’ claiming Sydney’s South West region.
It also refers to the “Greater’’ Liverpool LGA and region and suggests it’s a new frontier to explore, with open space and opportunities.
Council says the branding heralds the reinvention of the city as a place brimming with energy and opportunities, while acknowledging the warm and welcoming residents who are proud of their heritage.
Council voted to embark on a brand renewal strategy for Liverpool in its 10-year plan, called Growing Liverpool 2023.
While council says it is proud to launch the new brand, this Saturday’s official function will be “small scale’’ with guest representatives from organisations that are working with council to build the city’s reputation as the major growth area for the South West.
They will include the Liverpool Chamber of Commerce, Ingham Institute, Liverpool Hospital and TAFE South West Sydney Institute.
But the brand launch won’t be the only thing happening inside Liverpool’s giant arts centre on Saturday evening.
Following the Liverpool brand launch, invited guests will help Casula Powerhouse celebrate its 21st year as an arts centre.
