Mostly thought of as a commercial hub, yet with such a dynamic and diverse multicultural community - Parramatta’s local council sought to drive the SMB economy by actively drawing the summer crowds synonymous with Sydney’s Eastern Suburbs. This required a major re-direction of narrative to create a sense of summer wanderlust, so the area would be associated with fun in the sun. Our energised ‘Parramatta is where it’s at’ campaign re-imagined the area, putting a new lens on its water parks, bush walks, eclectic event calendar and wildly international restaurant scene. We delivered a 109% increase in visits to the community website as well as +322.27% increase in engagement across social channels.