NORTH SYDNEY COUNCIL
Media Release

North Sydney's CBD to be Promoted:
Council officially unveils its campaign

North Sydney Council has stirred interest among developers, investors, business owners and tenants with its proactive approach to the future, officially launching a campaign for the promotion of its CBD.

Seven property organisations have committed $15,000 to the campaign, which was unveiled by North Sydney Mayor Genia McCaffery, General Manager Penny Holloway, Director of Planning and Development Services Warwick Winn and Senior Strategic Planner Joseph Hill. The rejuvenation of North Sydney focuses on the unique selling points of its CBD such as easy access, desired location, views and range of facilities.

"Through this campaign we want to send a clear message to developers, existing and future tenants and property owners that North Sydney is changing, and that it is the place to be, both now and in the future," said Mayor McCaffery.

The positioning slogan adopted for the campaign is Where Business Happens. Banners displaying the catchphrase already line the Mount Street Plaza and the theme will be conveyed through brochures, direct mail, a DVD promotional video and a television commercial. "The advertising campaign aims to retain existing tenants as well as attracting new ones," said Mr Hill.

Mayor McCaffery said she was delighted with the initial support that property owners and developers in North Sydney were giving the CBD marketing campaign. "I am pleased that they have recognised Council's long-term commitment to the CBD and that seven companies have locked in a funding commitment of $5,000 per year for three years," she said.

"In the past decade, our expectations about inner city life have changed, with people wanting more public, social and cultural activities. These demands have triggered Council's vision of a more diverse CBD."

Mr Winn explained how Council's adoption of new planning controls would establish site specific heights that provide unambiguous guidance to developers, streamlining the planning process. "We will be using 3D modelling software to improve the accuracy of overshadowing impacts, on which heights are based, and incorporate objectives for design excellence," he said.

The Planning Review also outlines the extension of the existing commercial zone into Miller and Berry Streets.

The campaign highlights the upcoming infrastructure commitments for the CBD including the $24m North Sydney public domain strategy which maps out the upgrading of public areas. One of the key elements is a Traffic and Pedestrian Management Plan to calm traffic and better accommodate pedestrians. "We aim to relocate through traffic to the edge of the CBD rather than through its centre," said Ms Holloway. "This will give the CBD a 'heart' and make the centre more accessible."

Paving will be changed to sandstone to create a more personal look. "We are focusing on a warmer, friendlier aspect," said Ms Holloway. "The first paving alterations will take place during the construction of the Miller Street/Victoria Cross Masterplan later this year."

Victoria Cross will feature new iconic bus shelters on Miller Street and a new canopy entrance to Greenwood Plaza. A competition will be held to design the structures, commencing on March 13.

Ends

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