A greater Australian lifestyle awaits in Greater Geelong
With a population of 269,508 and counting, many people are making the ‘G-change’ and choosing to live,
work, and play in Greater Geelong.
A cosmopolitan city with the heart of a country town, Geelong’s industrial history is inspiring an innovation driven economy and attracting major new investment.
Factor in an international airport, three hospitals, a top tier tertiary institution and leading schools, an
exploding food, wine, arts and culture scene, the Spirit of Tasmania’s new dock and the birthplace of the AFL Cats, and Geelong is a place of great people and great ambitions.
‘Greater Geelong, Greater Australian Stories’ is a new brand and marketing initiative that captures the
excitement of Geelong’s revitalisation and population growth, and why it’s a destination of choice to live, work, invest, study and visit.
To do this, the brand will share the stories of those who have made the ‘G-change’ and those who have long
called the region home.
Such as TV chef Simon Toohey, who has recently relocated to Greater Geelong with his partner: “This was
the greatest thing we could have done. The Geelong people accepted us with open arms and then some. We have met some of the most amazing people,” Mr Toohey said.
Located an hour from Melbourne, Greater Geelong boasts a diverse array of environments connected by the
best lifestyle on offer.
Come and discover what’s greater in Geelong at www.greater-geelong.com.au
Or follow Greater Geelong Stories on Facebook, Instagram, LinkedIn, and YouTube.
BACKGROUND TO THE NEW BRAND:
Greater Geelong’s new place brand is backed by 16 leading Geelong-based organisations, known collectively as the Vision Partner Group. The group provides leadership in the implementation of the community-led 30-year vision for the Greater Geelong region to be internationally recognised as clever and creative.
The project is a truly collaborative initiative, with work from a significant collection of stakeholders whose
success is inextricably linked with the success of the region. The launch comes at an exciting time in Greater
Geelong’s growth story and as the region gets ready to play a major role in hosting the 2026 Commonwealth Games.
Delivery of this stage of the project and initial implementation campaign was made possible by the Victorian
Government through Regional Development Victoria and the City of Greater Geelong.
QUOTES ATTRIBUTABLE TO BRAND GEELONG PARTNERS:
The Hon. Mary-Anne Thomas, Minister for Regional Development:
Regional Victoria is booming right now and more people than ever are discovering all our great state has to
offer. Geelong is a beautiful regional city that is full of opportunities and it’s great to see how our support through the Regional Recovery Fund will entice more people to call this community home.
Deputy Mayor Trent Sullivan, City of Greater Geelong Council
Greater Geelong is a great place to live, raise a family, work, study and invest because we are such a
connected community located in a fantastic position. With so much growth and excitement in the air here, it’s the perfect time for our people, businesses, and organisations to promote themselves to the world.
Jennifer Cromarty, CEO Committee for Geelong:
This place brand tells our story of a city that is rich in history and culture – a story that is also creative and filled with new energy and ideas. It’s time for others to now know and experience Geelong’s success as a great urban city with a country heart.
Prof. Iain Martin, Vice Chancellor Deakin University:
For those of us who live and work here we know just how good of a place Geelong is. But for those outside it may not be so obvious. To have this brand and identity gives us a hook to build that broader picture of what this City offers.
Giulia Baggio, CEO G21 Geelong Region Alliance:
Our region is experiencing an incredible renaissance and Geelong is at the heart of the revival. This campaign captures the energy and excitement on offer in Australia’s fastest growing regional city.
Ben Flynn, CEO Geelong Chamber of Commerce:
This brand celebrates our region and brings together great content and resources that businesses can use to tell their own story.
Bill Mithen, CEO Give Where You Live Foundation:
Uniting all aspects of a diverse community under one brand further strengthens the region and helps us
continue to be one of the most desirable places to live, work, study and visit in Australia. The Brand Geelong project has been a true collaboration of industry, government and community with the result being branding of which we can all be proud and use.
Brett Ince, Executive Director Tourism Greater Geelong and The Bellarine:
We have a lot to be proud of in Geelong. This brand captures the essence of the greater things, experiences
and opportunities that are inspiring people select our region as a place to live, work, and play.
Media inquiries:
Amanda Sherring
Industry Communications Officer
Tourism Greater Geelong and The Bellarine
0466 832 053
asherring@tourismgeelongbellarine.com.au
Mark Macgugan
Corporate Communications Lead
City of Greater Geelong
0400 660 977
MMacgugan@geelongcity.vic.gov.au