Western Sydney Lakes

Building awareness, trust and advocacy for one of Western Sydney’s most significant future destinations.

Western Sydney Lakes is a 2,000-hectare transformation project that will become one of Australia’s largest waterfront recreation, tourism and mixed-use precincts.

As the project progresses through planning, approvals and staged delivery, the organisation required a strategic communications partner capable of building confidence with government, industry and the wider community while protecting the integrity of the long-term vision.

Our Role

Biased was appointed as Western Sydney Lakes’ strategic communications and media partner in 2025, providing senior communications counsel across corporate communications, media relations, stakeholder engagement and content strategy.

Working as an extension of the executive team, we developed a communications framework that ensures every announcement, partnership and public interaction contributes to a consistent long-term narrative for the project.

Our Approach

Biased developed and continues to implement the strategic communications framework that guides Western Sydney Lakes’ public narrative across media, government, industry and community audiences. Our work includes:

• Strategic communications planning and senior communications counsel.
• Media relations and reputation management.
• Executive profiling and thought leadership.
• Stakeholder engagement and partnership support.
• Content strategy, creation and LinkedIn management.
• Communications for major project milestones, including Penrith Beach activations with the NSW Government.
• Identifying and advising on sponsorships, industry events and advocacy opportunities that build awareness and long-term support for the project.

The Impact

Today, Biased continues to guide the public narrative of Western Sydney Lakes as the project evolves.

Our work has helped establish a more consistent and credible communications platform that balances community benefit, environmental restoration and economic opportunity.

Through strategic media, stakeholder engagement and executive profiling, Western Sydney Lakes has strengthened its presence as a major voice in the future of Western Sydney while continuing to build support among government, industry and the broader community.

Brand: FutureBrand
Photography: Q Agency