Selling Lismore's city centre
A NEW advertising campaign to rebrand Lismore’s city centre and encourage people to rediscover the area was launched in the City Bowling Club last night.
With only a shoestring budget city manager Stephen Nelson devised the campaign using local people as the cornerstone of the TV and print campaign.
“We purposely asked real people within the local community to agree to be photographed in order for the collateral content to be authentic and to reflect the friendliness identified as one of Lismore’s most attractive attributes in business and consumer research,” Mr Nelson said.
The centrepiece of the new brand is the tagline which simply reads ‘Lismore – Come to the Heart’, that Mr Nelson hopes businesses will take up in their own advertising.
He said the tagline was chosen to reflect and emphasise the city’s role as both geographic and commercial heart of the Northern Rivers, and to reinforce the importance of the city centre as a primary destination for shopping and professional services.
One of the well-known faces used in the campaign was Alex Coronakes, from Tropicana Fruit, who has lived in Lismore for 60 years.
“I think it’s a good campaign and will hopefully do some good for Lismore,” he said.
“We need to be recognised as one of the leading cities of the North Coast because we have a lot of opportunities here if you want to have a go.”
As well as local faces, the campaign highlights many of Lismore’s hidden gems, such as its many arcades.
Speaking to The Northern Star before the launch, mayor Jenny Dowell said the campaign neatly summed up what every- one on the Northern Rivers knew: That Lismore was the heart of the region and had a friendly, people-focused heart.
Last night’s launch was sponsored by NSW Department of Industry and Investment, the funding agency for the Lismore Alive project. Mr Nelson said he hoped the campaign would encourage shoppers back into the town centre, which in turn may encourage back retailers.
Lismore’s retail occupancy rates have also plummeted 30 per cent to 65pc from 92pc over the last 2½ years.