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A new brand sharing the greater Australian stories of Geelong

by | Jun 2, 2022 | News, Media Release

      People across Australia will be able to discover what makes Geelong greater as part of a new unified place brand to attract migrants, businesses, students, and tourists to the region.

      The new brand, ‘Greater Geelong, Greater Australian Stories,’ launches today and is backed by 16 leading local 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.

      Visual and digital assets form the backbone of the new brand, harnessing the unique qualities of our region to create a lasting, recognisable image and narrative in the hearts and minds of its global audiences.

      Another key element to drive awareness of the brand are the greater Australian stories of people making the ‘G-change’ and choosing Greater Geelong as a destination to live, work, invest, study and visit.

      Stories include TV chef Simon Toohey, who has recently relocated to Newcomb with his partner, and Aayushree Kharel, a Nepalese student who has completed a Masters in Biotechnology and Bioinformatics and is a current PhD candidate at Deakin University.

      “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.

      “It is my course that brought me to Geelong, and I must say, that is one of the best decisions because I have fallen in love with this place,” Ms Kharel said.

      The brand also raises awareness of the traditional Aboriginal name for Geelong, Djilang, which means a ‘tongue of land’ in Wadawurrung language, into its identity, acknowledging the Wadawurrung people as the Traditional Owners of this land who have cared for country for thousands of years. 

      Local industries, businesses, and stakeholders have an opportunity to be part of the unifying brand with a suite of assets freely available to promote the region. 

      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 population 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.

      To find out more, download assets and read the greater Australian stories visit or follow Greater Geelong Stories on Facebook, Instagram, LinkedIn, and YouTube.


      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 to select our region as a place to live, work, and play.

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