Blacktown City Council engaged LIONIZE to develop the launch strategy for BEST—its new $100 million sport, health, and recreation precinct. The challenge? Nearly half the local population didn’t see themselves as “sporty” and were disengaged from physical activity. Our task was to shift mindsets and build a long-term behavioural change platform that welcomed every kind of participant.

Applying our proprietary Flywheel of Growth and 4Cs Framework, we immersed ourselves in local data, community research and stakeholder interviews. We uncovered core behavioural blockers like low confidence and perception gaps, then defined priority audience groups based on motivation and mindset. Through facilitated workshops, we landed on the strategic and creative territory “Fresh Starts Start Here”—designed to inspire action via modelling and community-led stories.

The result was a comprehensive go-to-market plan spanning always-on comms, stakeholder activations and integrated paid, owned, and earned media. A customised KPI dashboard ensured real-time optimisation. Since launch, the campaign has shifted perceptions, driven awareness, and helped locals—from elite athletes to everyday residents—see themselves in the precinct.