West HQ announces new CMO and communications agency

West HQ has appointed Agency B&CO as its lead agency partner, and Michaela Chan as chief marketing officer.

The announcement:

Leading Sydney lifestyle agency, AgencyB&Co (ex-SBPR), has been appointed as a lead agency partner for West HQ in 2021, as the rapidly evolving precinct emerges from a COVID-19 impacted 2020 and re-ignites Sydney and greater NSW’s discovery of West HQ’s premium entertainment, fitness, lifestyle and accommodation portfolio.

This appointment builds on the recruitment of highly respected Chief Marketing Officer, Michaela Chan – previously with Tourism Australia – who joined West HQ CEO, Richard Errington, and the wider Executive team in late 2020, to fully realise West HQ’s destination marketing potential and the renewed drive in NSW’s consciousness to look west and support local.

“West HQ was an idea born to build on the legacy of Rooty Hill RSL and the highly recognisable role it played in the community, as well as defining what we as a business stand for in 2021 and beyond”, says CEO, Richard Errington. “With this renewed vision, we have successfully attracted some of Australia’s best chefs and restaurateurs including Stefano Manfredi’s PizzAperta Manfredi; Sean Connolly’s Steak & Co. by Sean Connolly; and Steve Anastasiou, of China Doll fame, to launch, Chu Restaurant.

“These leading names in the food and beverage industry, along with leading technology and innovation partner NEC, have created a strong and attractive customer proposition for West HQ.”

Continues Errington: “In 2021, West HQ is seeing a new level of consumer visiting West HQ, with an increase in visitation drawing from broader Sydney, creating a destination with a difference. With the continued focus on Western Sydney including the recently named Bradfield Western City Centre, the Western Sydney International (Nancy Bird Walton) Airport underway, and a thirst by Australians to re-discover and experience local venues – large and small – 2021 will be a significant year and I am enthused to know we have appointed an experienced and connected destination marketing and communications team to cement and elevate our positioning,” Errington said.

“AgencyB&Co is truly excited to work with new CMO Michaela Chan and her team to truly share CEO Richard Errington, and the Board’s vision for West HQ and it’s fantastic footprint in the west of Sydney,” says Sally Burleigh, AgencyB&Co, Managing Director.

“Drawing visitation, consumer, and media attention to the unique entertainment, fitness, lifestyle, and accommodation sites available at West HQ is super key right now as entertainment and hospitality venues start to come back to life post COVID-19 and the restrictions we all faced.

“The spectacular Sydney Coliseum Theatre, Sydney Gymnastic & Aquatic Centre – the largest Olympic level, purpose-built gymnastics centre in the Southern hemisphere – Sean Connolly’s Steak & Co.; Stefano Manfredi’s, PizzAperta Manfredi; and China Doll’s first non-Sydney CBD outpost; Chu Restaurant are truly a coup for the ever-expanding Western suburbs as of course is WEST HQ as a new brand and entity”.

Of her appointment to Chief Marketing Officer, Michaela Chan said, “West HQ truly is one destination with countless experiences. Sydney-siders and visitors from regional and rural NSW seek so much more from their own backyard including local activities and experiences – the new customer currency in 2021. We are excited to tap into that sentiment and showcase West HQ’s extensive range of offerings across our 8-hectare destination that may have perhaps been previously overlooked as the Greater Sydney focus has traditionally been on the Sydney CBD, inner west and eastern suburbs,” Chan concluded.

AgencyB&Co will support the West HQ team on several significant projects in 2021 releasing content and information on West HQ’s four core business genres: entertainment, fitness, lifestyle, and accommodation.

Source: Agency B&CO media release


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