Landcom – Sydney Metro Northwest Places

Landcom engages Biased to support the marketing of Sydney Metro Northwest Places – a placemaking program delivered in partnership with Sydney Metro that is transforming land around metro stations into vibrant, connected communities.

The program requires marketing that puts the community first, adapts quickly to change, and continues to build awareness and engagement as places evolve.

Biased has worked in close collaboration with Landcom as an ongoing marketing partner for the NSW State Owned Corporation, since 2020.

We lead the implementation of day-to-day marketing activity across email, social media, digital promotions and partner channels, while providing strategic advice to support a complex and evolving program environment.

Biased originally developed a comprehensive marketing strategy following a detailed audit of historical campaigns and channel performance, designed to showcase early placemaking initiatives and build local interest.

Under the current engagement, our approach adapts to a more reactive delivery model while remaining grounded in strong strategic fundamentals. We work closely with Landcom to prioritise activity, identify opportunities and ensure communications continue to support broader program goals.

Sydney Metro Northwest Places’ Public Art program was nominated as a finalist for the 2025 Property Council of Australia’s Award for Best Public Art Project, and took home an award in the Built Environment – Installation Design category at the 2025 Australian Good Design Awards. Biased worked extensively in collaboration with the Placemaking team since 2021 to bring this public art program to life.

“Working with Biased is relaxed, professional and fun. They understand our brand and audience, and always deliver. The Biased crew is well integrated with our team and have regular catch ups to plan and prioritise our marketing needs. They frequently check in to provide updates and ensure milestones are on track. As experts in their field, they make marketing easy and always provide strategic advice that considers overall objectives and budget.” – Alexandra Boyce, Senior Place Manager, Landcom