BRAND POSITIONING & CAMPAIGN

For some 25 years, Central Park has stood tall as an icon of Perth’s skyline and business community. However, recently, its ageing facilities and lack of brand presence had seen its key tenant base dwindle. With a complete facilities refurbishment and new WeWork co-working spaces imminent, the time was ripe for Central Park to relaunch the precinct and brand to the WA business community.

With their strategic shift to a greater life-and-work offering, ‘centred’ as a brand positioning signals Central Park’s clear advantage: its unrivalled location, lush parklands, and five star amenities give tenants a balance like no other. This new positioning heralded the launch of the new facilities as well as ongoing leasing campaigns.