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13 December 2015 Posted by 


Explore the NEW frontier

By Red Dwyer

LIVERPOOL has issued the challenge to all and sundry: “Explore a new frontier – The Great South West”.

Founded as an agricultural centre in 1810 and long regarded as a solid working class area, locals today have progressed from brawn to brains, in occupations, for example, in business and highly-skilled professionals in the private and public sectors

Liverpool, incorporated as a city.in 1842, has a substantial and diverse economy, and is experiencing more growth and investment in infrastructure than any other city in Australia, according to Liverpool City Council.

Liverpool, it says, is rapidly becoming one of the most important regions in the NSW.

With this in mind council has publicly staked its claim to one of the fastest growing areas in the metropolitan area and declared its ambition to stand out from the “pack”.

The pack includes the other acknowledged regional cities of Parramatta and Penrith – and ambitious Campbelltown – each eager to contest Liverpool for a greater share of the ever expanding regional economic pie – the major catalyst of which will be Badgerys Creek airport and associated industries.

The city, the hub and principal wealth-creator of Sydney’s South West, has re-invented itself as a dynamic city of opportunity – a place to be reckoned with in a crowded marketplace.

“Through our new brand identity we are claiming Sydney’s South West,” says Liverpool Mayor Ned Mannoun.

The distinctive new logo, an integral part of the revamped branding, prominently contains the motto: The Great South West.

The Great South West is not a formal region, but a brand for the Liverpool area. The brand aims to raise the profile of the region and the city, and position Liverpool as the economic and cultural centre of Sydney’s South West – “a new frontier to explore – a place where opportunities are boundless”.

“The new brand is critical in positioning us in a very crowded marketplace and will help us attract billions of dollars in investment, growth and jobs,” Cr Mannoun says.

“The Great South West brand is about the reinvention of our city and those who make it their home or place of business, a vision of what this region is and what it will grow into in the future

“Liverpool is becoming the premier destination for new and established businesses, health and medical research, education and a lifestyle choice for families, a place brimming with energy and opportunity.”

And one such opportunity is the aforementioned airport. “Liverpool Council is determined to capture all the opportunities which will flow from the new airport at Badgerys Creek,” Cr Mannoun says

Council, which introduced the new identity to get the message out about all the things that make the city “great“ is not shy in proclaiming that attribute: “Liverpool – Greatness in Motion”

To capture this “incredible city’s ‘greatness’” the council’s website contains a video highlighting the economic growth and development of the fourth oldest urban settlement in Australia.

“Council has an important part to play in promoting the new identity, but the council is just one of a number of important partners which will be speaking on behalf of the region and the Great South West brand,” says council CEO, Carl Wulff.

Council has created a free city branding toolkit including a number of resources which organisations can integrate into their own marketing and communications activities.

A further boost to Liverpool is the possibility of the extension of a new metro line between Liverpool and Bankstown to cut travel time by 15 minutes between Liverpool and the Sydney CBD.

“It has got to a situation where it is quicker to get to the city from Penrith and Campbelltown [than Liverpool],” said Chris Brown, chairman, Western Sydney Leadership Dialogue.


Publisher and editor, Michael Walls.
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