An exciting new ‘place marketing’ campaign called This is the Life is being launched today to promote the Central Coast.

‘Place marketing’ is where a region looks to positively change perceptions of its area, to help deliver new social and economic outcomes.

Council’s Administrator Ian Reynolds, said now is the perfect time to promote positive perceptions about the Coast and make a strong stand as a region in our own right.

“The Central Coast has changed a lot over the past twenty years; it is certainly a more vibrant place with cafes, restaurants, festivals and a growing cultural scene,” Mr Reynolds said.

“But perceptions have not kept up with reality.  Research shows that outside the region there is a view we are a bit of a sleepy hollow with not much to offer except our beaches.

“If you live here and are a proud Coastie, you know that is not the case. It is time to tell the new Central Coast story, celebrate what we love about living here and help create more opportunities on the Coast.

“We live here because we love it.  I am sure you have that place on the Coast that you go that makes you pause and think ‘ahh this is the life.’ This campaign will share those stories and moments and show the world how great the Central Coast is.”

Council commissioned formal research to explore perceptions of and attitudes towards the Central Coast amongst residents of Northern and Western Sydney.

The research found recognition of the area was high – people knew where the Central Coast was - and it was identified as an affordable area with a relaxed attitude.  However, there was a general perception of a lack of other offerings, epitomised by the comment ‘you can’t get a good cup of coffee on the Coast.’  We know that is no longer true.

“By all coming together, businesses, community, the arts, the education sector we can change these outdated perceptions of the Central Coast and make it the very best it can be,” Mr Reynolds added.

“Since working and living on the Coast I have been amazed by what is on offer here and it’s time we let other people in on these secrets.”

Follow the campaign on Instagram @thisisthecentralcoast, use the hashtag #thisisthelife and share what you love about the Coast. Read the remarkable stories of other Coasties who love life on the Central Coast at www.thisisthecentralcoast.com.au

Local businesses, educators, sporting and community groups can become a partner of the campaign. Register your interest at www.thisisthecentralcoast.com.au/partners   

Regions who have successfully implemented new place brands include Penrith, Parramatta, Newcastle, Maitland, Canberra, Gold Coast, Adelaide, Melbourne and Brisbane.