The Christchurch suburb of Sydenham has launched its own branding and marketing campaign to attract businesses and investment into its historic industrial area.
The launch is being hailed as a new approach to the reconstruction of wider Christchurch since the earthquakes.
Sydenham Quarter Inc. chairman Rob Gould says the group intends to create a suburb that will entice businesses to set up there rather than in the traditional central business district.
Mr Gould says Sydenham's biggest drawcard for businesses is its proximity to the affluent Cashmere Hills area.
Traditional industrial areas like Woolston and Addington are all undergoing major rejuvenation projects.