Blacktown City Council has embarked on a rebranding and renaming of its Blacktown Olympic Centre to Blacktown Olympic Park – Sydney. The primary purpose for the rebranding is to reposition Blacktown Olympic Park – Sydney as a state of the art sports facility for local, interstate and overseas visitors. This is particularly important after the Sydney 2000 Olympics, to ensure it provides ongoing social and economic benefits for Blacktown City.
“We were adamant that we had to get the branding right if we were to promote this venue in the best way possible and to give it the kind of recognition it should receive as a legacy of the greatest sporting event on earth,” said Blacktown Olympic Park CEO, Steve Romer. “I think that what we came up with encompasses so many of the elements of the Park, and will undoubtedly serve us well in our aim to develop the Park as a major attraction for the city and just as importantly, promote it as a great asset for the local community.”
The brand identity itself is a dynamic combination of the boomerang motif and natural Australian colours. The three boomerangs reflect the three different sporting precincts at the Park – baseball, softball and athletics. Additionally, Blacktown City Council is targeting northern hemisphere sporting groups to use Blacktown Olympic Park – Sydney in their off seasons. As part of reaching this audience, marketing collateral, including a new web site, has been designed.
The name Blacktown Olympic Park – Sydney, was chosen because it provided an easily identifiable location with the inclusion of Sydney; it is commercially viable to leverage off the association with the Olympics; and it conveys the range of facilities available. As part of the renaming process it was decided to use the positional line, ‘The Ultimate Sports and Leisure Experience’, to ensure that it is recognised as much for its offerings of leisure and the outdoors as for its excellent sporting facilities.
It also provides endless opportunities for the Park to grow laterally without compromising the name and its meaning.
