City the star as campaign puts focus on personality

THE City of Perth’s new advertising campaign has propelled WA Business News 40under40 winner Sally Capp into the limelight, but this time she’s talking about her city rather than her achievements.

Ms Capp, managing director of Australian Heritage Group, is the star of one of the City of Perth’s new television commercials promoting the city.

“Part of the reason they ended up with me is that I’m not originally from Perth and I’ve also lived in the United States and in Europe so I’ve got a good perspective of different cities in the world,” Ms Capp said.

“I was really happy to be involved because I think Perth is wonderful.”

A City of Perth insider said Ms Capp’s win in WA Business News’ 40under40 event made her an obvious choice.

The television campaign developed by Marketforce for the City of Perth takes a very personal look at what the city of Perth means to the people who live and work in the city.

The suite of five commercials explores all the different aspects of the city, from the nightlife to shopping or just taking a stroll through one of its many natural spaces.

The commercials come after the city’s retail players expressed concerns that the city wasn’t doing enough to promote retail in the city.

In a bid to fight off the dominant suburban shopping centres a group of city retailers, headed up by ING, proposed running their own dedicated marketing campaign to get shoppers back into the city.

The warm, personal tone of the television ads belies the serious task of promoting the city.

It’s not just about city retail, the City of Perth has identified the key players in the city, including tourists, shoppers, residents and workers.

The brief for the advertising campaign followed on from the City of Perth’s economic development plan.

The plan identified the prime sectors the city needed to focus on, with the idea to create a personality for the city to access these people.

The three main areas identified by the city were retail, tourism and the evening economy – dining and entertainment.

Any marketing relating to the retail sector is underpinned by the assertion that the city is the premiere retail centre in WA. And it’s shopping as a recreational experience that’s the focus.

The use of five different personalities has allowed the City of Perth to appeal to a wide range of people from a diverse cross section of cultural and social backgrounds.

Marketforce director of group management services Karen Della-Torre said the campaign brief was to portray all the different facets of the city.

“They were mostly people who were generally known in the city and who could detail which aspects of the city they really liked,” Ms Della-Torre said.

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