Perth Voice Interactive

THE City of Perth has launched its first major advertising campaign under the two-year-old City of Light brand.

The campaign “Shine bright in the City of Light” follows a group of dancers enticed away from rehearsal by a glowing doorway to explore the city’s attractions with some skaters.

Lord mayor Basil Zempilas said it would make people proud of Perth and “fall in love with the City of Light all over again”.

“Over 60 years ago, American astronaut John Glenn dubbed our great city the ‘City of Light’, but it’s always been that for the people of Perth and this new campaign personifies all the reasons why,” Mr Zempilas said.

Glenn didn’t actually coin the term City of Light, describing Perth during his historic Earth orbit as a “town” with a “bright light” to the south, which turned out to be a refinery that had boosted its flares.

But in a message on the 50th anniversary of the flight, Glenn said he recalled the display of lights almost daily and thanked Perth’s residents who’d helped “light up the dark side of the Earth”.

Regardless of the term’s origins, Mr Zempilas said light had resonated strongly as a theme when the City consulted with the community over a new brand in 2022.

Shines

“From sunlight to city lights, the campaign celebrates how our glorious city shines, from the sparkling Derbarl Yerrigan/Swan River to the glittering light-filled skyline, we truly live in the most beautiful place on Earth.”

The new campaign was shot across 10 city locations, including Elizabeth Quay, Wolf Lane and His Majesty’s Theatre.

“The City of Perth has just had its biggest summer season ever, and

it’s a sign of bigger things to come – with Boorloo Heritage

Festival kicking off next week, Lightscape locked in for winter at Kings

Park and Plateful Perth back for its second year in August,” Mr Zempilas said.

“There’s no doubt our city is shining bright and this new campaign

will remind people the city is the place to be. It’s full of things to

do and see all year round.”

The campaign hasn’t been without critics, with some noticing the city seems a little deserted apart from the dancers, while WA Music board member Kristina West questioning the choice of music.

“I am totally bamboozled why, when you have a plethora of current Perth bands like Old Mervs or DICE the Band or Dear Sunday to pick from, you choose the Moving Still from the central coast of NSW to soundtrack this ad,” Ms West posted on the City’s Facebook page.

“You had a perfect chance to highlight and support local talent (just as the WA government did with South Summit in their tourism ad.”

The post got a hugging heart emoji from DICE, who followed up with a concise message of their support: “period!”

by STEVE GRANT