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More to Peel than Mandurah

SICK of being considered as Mandurah and little else, the Peel region has embarked on an advertising campaign to change that perception.

The region, which includes the City of Mandurah and the shires of Boddington, Murray, Serpentine-Jarrahdale and Waroona, has created a regional brand and bought print, television and radio advertising.

Besides changing public perceptions, Peel is keen to flaunt the fact that it is WA’s fastest growing region.

Magenta project manager Clair van Veen said market research showed that few people knew the extent of the region or what it produced.

“All of the involved local governments have come together to create a branding strategy, similar to what was done for the South West,” she said.

Each shire has put funds into the campaign, with their contributions weighted by the number of people they have within their boundaries.

“This campaign has given a shire such as Boddington, which could never afford such an advertising campaign, the access to this sort of media,” Ms van Veen said.

“But we felt it was important to brand as Peel rather than as individual council areas.”

Peel Development Commission chairman John Collett said the region was starting to come into its own.

“With the diverse industries and vast lifestyle options, the Peel is truly coming into its own, out of the shadow of the Perth metropolitan area,” he said.

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