On 27 April Council adopted a new four year Destination Marketing Strategy to promote the City’s town centres of Maylands, Bayswater and Morley, with an allocation of $200,000 towards the implementation of stage one to be considered as part of its 2021/22 budget.
The City engaged industry experts Wayman Advisory to prepare individual Destination Marketing Strategies for Bayswater, Maylands and Morley town centres. The strategies are based on target market research and analysis, and consultation with a range of stakeholders including business owners, community groups and visitors.
Mayor Dan Bull said Council is keen to support a strategy that promotes the unique offerings of our town centres to a broader audience.
“This Destination Marketing Strategy aims to attract visitation and investment in the town centres of Maylands, Bayswater and Morley.
“Each of the town centres has its own story and individual characteristics. These strategies aim to create a brand identity for each town centre and promote each place as a destination.
“A brand identity has been created for each town centre through the development of colour palettes and imagery and positioning statements. The use of hashtags will allow content to be optimised across the City’s existing digital channels.
“For example Maylands is positioned as a quirky, arty and gritty with its vintage shops, street art and historic laneways. Promoting Maylands’ unique offerings to broader market segment via #ImagineMaylands on the City’s existing social media campaigns will encourage visitation and investment.
“Meanwhile Morley town centre is multicultural, retro with suburban grit. Its positioning statement is Morley: where the world meets - a nod to the range of multicultural restaurants along with the old school feel of social venues like Rollerdrome. Its hashtag boasts there is #MoretoMorley.
“The Destination Marketing Strategy includes a clear list of actions to support the City’s Place Managers in its rollout. Top priorities identified for year one include the creation of new section on the City’s website targeting visitors, activations such as events, a map, marketing collateral and campaigns.
“The implementation of this Destination Marketing Strategy is a vital part of the City’s COVID-19 recovery. Attracting visitors and investors from outside the City, to our town centres, is crucial if they are to continue to grow and develop.
Mayor Bull admitted businesses in Bayswater town centre face their own unique set of challenges.
“In February, Council voted to allocate $10,000 towards the development of a short term campaign to support businesses negatively impacted by construction works associated with the upgrade of the Bayswater Train Station by Evolve Bayswater Alliance on behalf of the State Government.
The City’s #suppportbaysiebusiness campaign kicked off on Saturday 6 March by shining a spotlight on some of the exciting, unique and delicious products and services on offer in the Bayswater town centre.
“Council is aware of the challenges facing businesses as a result of the construction activity. The Destination Marketing Strategy for Bayswater complements the City’s #suppportbaysiebusiness campaign. The City has been working closely with the State Government on ways to support businesses in the town centre, we will now be seeking funding contributions to implement the strategy.