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Brand East Perth

Remember when Elle Macpherson was our star tourism recruit? It's now 24 years since Brand WA was launched in a flurry of flashlights with Elle herself starring in an array of tourism TV commercials and related campaigns.

Our vehicle licence plates and sundry design applications still bear the blue "swash" and golden sun that graphically depicted WA as a place with a personality that is fresh, natural free and spirited. It feels like a long time between brand beverages.

There is another State brand on the way. So what does that mean for us here in East Perth? The perception of potential residents and visitors is crucial.

It could well make the difference over time between our neighbourhoods being vibrant and interesting places with great residential amenity or not.

What is clear is that great brands are authentic. Those that know them best can believe the marketing messages. And what do we say about East Perth?

In recent surveys, you have told us you love the river and city access, the sense of community and being part of an urban village. But is that enough to expedite residential migration from suburban Perth and elsewhere? Probably not.

Professor Peter Klinken, Chief Scientist of Western Australia has spoken of our Perth culture as being a blend of new and old ways. And we think his perspective has a place in East Perth's identity.

We have a strong sense of what has been before and a growing interest in our Noongar stories. And those stories are linked to some of our brightest and shiniest pieces of new infrastructure such as the Matagarup Bridge.

Our own community street art pays homage to what has been and is delivered in a contemporary context. From the small river boat on Claisebrook Cove to more recent additions to Royal Street commissioned by our own community.

Our rich colonial history at local attractions like the Perth Mint and East Perth Cemeteries can only benefit from greater exposure and immersive storytelling.

It makes sense for us to develop an East Perth angle for the new WA and Perth brands. Until then, we're testing the positioning "East Perth; Old Ways, New Ways."

Do let us know what you think.

Elle Macpherson Image Credit: © Western Australia Tourism



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