Where it’s AT: Parramatta launches new City Brand and Alliance

City of Parramatta Council has launched a dynamic new brand for Parramatta to boost investment, drive growth and increase visitation to Sydney’s Central River City.    The new ‘Where it’s AT’ brand and marketing strategy positions Parramatta as the destination of choice for residents, visitors and businesses.

Council has also established a new City Marketing Alliance – partnering with major stakeholders from various sectors to help support the new brand strategy through a range of collaborative activities. 

Among the first to join the Alliance are the NSW Government, Transport for NSW, Western Sydney University, National Australia Bank, University of New England, Western Sydney Business Chamber, Parramatta Chamber of Commerce, AFL club Greater Western Sydney Giants, the NRL’s Parramatta Eels, A-League outfit Western Sydney Wanderers, Sydney Olympic Park and Parramatta Park Trust. 

“Parramatta is a hub of opportunity – culturally-diverse, innovative and fast emerging as an economic powerhouse. Its transformation is well underway and this new brand captures that energy and excitement,” City of Parramatta Lord Mayor Cr Bob Dwyer said.

“We want to spread the word that Parramatta is where it’s at.”

Unveiled on Thursday 12 March at a sell-out NRL match between the Parramatta Eels and the Canterbury-Bankstown Bulldogs, the campaign uses local stories and imagery to showcase the City’s competitive edge and highlights major developments across the CBD, transport, sports, entertainment, education and healthcare sectors.

“Stakeholders and the community have said they want Council to play a strong role in advocating for the City – and the Where it’s AT campaign is a critical part of this strategy,” Cr Dwyer said.

“By working with our Alliance partners we will be able to take our message far and wide for the benefit of the city as a whole.”

City of Parramatta Council CEO Brett Newman said the new brand was designed to illustrate what makes the City so attractive and to propel continued economic growth. “This is not just a new brand – it’s an investment in Parramatta’s future. It demonstrates our commitment to encourage further investment and we will work closely with our partners to reinforce Parramatta’s position as the centre of global Sydney,” Mr Newman said. 

“Parramatta is already attracting people and businesses from across Australia and the world. We are creating opportunities from the many infrastructure projects that are underway and our City’s renowned education, health, research and innovation hubs.” 

The brand uses visual cues and the word Parramatta to promote the City as being ‘Where it’s AT’, and has been designed to be able to adapt to multiple uses to promote the City’s various precincts and offerings.

“Parramatta is critical to the whole of Sydney’s success, driving real economic growth and activity. Our City is becoming a world-class destination for business, arts, sports and entertainment – and this campaign tells the story of this incredible transformation,” Cr Dwyer said. 

Parramatta: WHERE IT’S AT facts

Economic Powerhouse

Parramatta contributes almost $30 billion annually to the NSW economy. The financial services industry alone accounts for $9 billion. More than 30 per cent of Australia’s top 500 ASX-listed companies have offices in Parramatta. The Parramatta CBD will surpass one million square metres of office space by 2023. About $1.2 billion worth of development applications have so far been approved in the 2019/2020 financial year, including residential and commercial buildings.

A City Transforming

Parramatta’s population of about 260,000 is expected to double over the next 20 years. Nearly 200,000 people work in the Parramatta LGA but that is forecast to grow by about 113,000 by 2036. The Parramatta CBD is expected to surpass North Sydney as the third-largest office market in Greater Sydney by 2022. More than $9 billion is being invested in transport infrastructure to make Parramatta 30 minutes from anywhere in Greater Sydney. Australia’s first engineering hub is now being constructed in Parramatta at a cost of $225 million. Parramatta Square is Australia’s largest urban renewal project and will house more than 24,000 professional workers by 2022.

A Fascinating Mosaic

Parramatta has been a gathering place for the Burramattagal people for more than 60,000 years and is the location of Australia’s first Government House. It will be home to the new Powerhouse Museum and City of Parramatta’s $130 million new civic and community building, 5 Parramatta Square. From Harris Park’s ‘Little India’ to the City’s alleys and laneways, Parramatta has a burgeoning and diverse food and bar scene. Major events and cultural offerings such as Parramasala and Parramatta Lanes are among the biggest on Sydney’s calendar. A city of parks and waterways, from the UNESCO-recognised World Heritage-listed Parramatta Park to Parramatta River.

To find out more about the ‘Where it’s AT identity’ campaign visit the AT Parramatta website.