The innovative way in which the management team at the Cockburn ARC aquatic and recreation centre developed the new facility’s brand has been recognised with the presentation of a major industry communication and marketing award.
Presented at Sydney’s ANZ Stadium on Thursday 24th August, the Cockburn ARC received the Local Government Award as part of the annual Leisure Industry Communication and Marketing Awards presented by industry magazine Australasian Leisure Management.
Opened in May 2017, the $109 million City of Cockburn facility includes nine aquatic areas with three waterslides, an extensive health club and a six court stadium. It is also the home of the Fremantle Football Club and a learning facility for Curtin University.
Building up to, and including, the opening of the facility, its marketing team had, in just eight months to build brand awareness (while overcoming a perception that it was fully owned by the Dockers) and establish Cockburn ARC in a competitive facility marketplace.
Rather than position the centre under the umbrella of the City of Cockburn or try to leverage Fremantle Football Club, the centre went out strongly on its own with a mission to get ‘More People, More Active and More Often’.
Emphasising that the facility was completely different to anything else that Perth had ever seen, the team developed a strong and consistent brand based on delivering ‘Outstanding Service that People Talk About’.
Commenting on the new facility’s Award, Australasian Leisure Management Publisher Nigel Benton stated “the Cockburn ARC has set a new benchmark for aquatic, fitness, recreation and sport centres in Australia and is has been really impressive to see how, throughout its development, milestones and achievements have been effectively communicated with all levels of media and with key stakeholders.”
Among 14 industry awards presented in the Leisure Industry Communication and Marketing Awards, fitness and wellness equipment company Technogym, a major supplier to the Cockburn ARC, received the Industry Supplier Award.
The Leisure Industry Communication and Marketing Awards acknowledge how the leisure industry – covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues – communicates how it entertains, enriches and improves quality of life as well as how it engages with consumers to generate business success and deals with scrutiny.
Introducing the Awards, Benton added “these awards recognise excellence among individuals, organisations, businesses and government.
“When done well, marketing and communications build a brands reputation and add to the bottom line of any business. At the same time, communications and marketing are also about dealing with crisis and standing up to scrutiny, something that several of our winners have had to face in the past year.
“The awards recognise a cross section of activities from international businesses to start-ups, industry icons and national organisations to small operators, showing that effective communications and marketing is not just for big operators, and is more about a commitment to sharing what an organisation excels at.”
Winners of the awards covered a wide geographical area, from Queenstown on New Zealand’ South Island and across to Western Australia, and from Melbourne to the Sunshine Coast.
Western Australia notched up a second win with the Goldfields Oasis facility in Kalgoorlie-Boulder receiving the Social Media Award.
Image: Caroline Lindsay, Cockburn ARC’s Marketing and Communications Coordinator receives the Local Government Award from Australasian Leisure Management Publisher Nigel Benton.