Feature Article - Hashtag Perth

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Having gone through a decade of transformation, Perth is a city unrecognisable to many compared to the ‘dullsville’ tag so famously pinned on it by the Lonely Planet almost 20 years ago. However, perceptions of Perth include a city that is hindered by economic fluctuations, is overly expensive, lacking opportunity to engage with arts and culture, inexperienced in attracting large-scale international investment and an unwelcoming location for international students.

It is with this in mind that the Committee is pleased to announce the launch of our next major project – Hashtag Perth. During 2019-20, the Committee will undertake a project to reposition Perth by enhancing its reputation in order to grow the economy, create jobs and increase the region’s prominence in the global competition for skilled workers, investors, students and visitors.

Perth Airport has signed up as the Core Funding Partner, seizing this exciting opportunity to promote their role as the gateway to the state. Other partners include Major Funders City of Perth and Programmed Group and Supporting Funder Westpac.

Hashtag Perth brings to action one of the seven recommendations of the Bigger & Better Beyond the Boom Perth’s Pathway to Prosperity report to ‘Develop the inaugural investment, engagement and attraction strategy and associated brand to promote Perth as a place to invest, work and learn’.

Key research to be carried out for Hashtag Perth will include:

  • Defining Perth’s current reputation and aspirations as a place to live, work, invest and visit. Perceptions will be collected locally, nationally and internationally. The first insight, FACTBase Bulletin 63 was released last month and is reported on in our Advocacy in Action section.
  • Understanding the characteristics that make up Perth residents today.
  • Looking elsewhere to determine how other cities define and position themselves in a global market.
  • Ascertaining Perth’s product offerings and market gaps.
  • Identifying Perth’s unique positioning and determining our value proposition.

Ultimately, Hashtag Perth will provide an evidenced-based action plan to address the gaps between Perth’s existing baseline reputation and its aspirations, while also providing a series of recommendations to realise these goals.

We are currently seeking additional Funding Partnerships for Hashtag Perth, with the project to be completed in the lead up to the 2021 State election. For those interested, please contact our Manager, Member Services & Operations, Holly Fulker holly.fulker@committeeforperth.com.au or at the office on (08) 9481 5699.

As always, we will be sharing plenty of research insights along the way which will be released incrementally during the life of Hashtag Perth project. Members will have many opportunities to participate. 


Other articles from Insight, May 2019 (view email newsletter):