Goulburn will hit the hustings this year with a "more targeted" marketing theme.
The 'Country life: city heartbeat' tagline sits at the heart of a new tourism and investment campaign.
It will target city slickers wanting to escape the 'rat race' for a weekend or holiday, and pitch Goulburn's affordability, location and relaxed country lifestyle to those wanting to move.
Marketing projects officer, Andri Parlett and team members presented the strategy at Tuesday night's council meeting.
Mrs Parlett said research revealed that people wanted more information on what Goulburn had to offer.
"Unfortunately there is still a negative perception that we are old rather than quaint so it's very important that we showcase everything we have to offer," she said.
The marketing team has undertaken four months of research, including on consumer perceptions, visitation, travel trends and via survey. As part of this they've also asked locals what they thought.
The exercise showed that the coast and country were the most popular destinations and that two to four-hour trips appealed more to Sydney-siders. Post-pandemic regional travel was also expected to bounce back.
But what distinguishes Goulburn from other places? The team says it is history and architecture, an emerging arts scene, easy access to major cities and the coast, small country town feel with 'city benefits' and family friendly assets.
"We will be more targeted this year and promote Goulburn as the number one destination for Sydney-siders," Mrs Parlett said.
The strategy is also aimed at Canberra and Southern Highlands visitors and connecting Goulburn to higher spending travellers.
Heavily harnessing water imagery and assets like the Wollondilly Riverwalk, the team will target everyone from 'millenials' to retirees through social media, magazines and the new Destination Guide.
The latter is a 45-page booklet full of photos and information about Goulburn's events, heritage, culture, eateries, accommodation, family-friendly activities and much more. It has just been distributed to every household.
The investment pitch will highlight Goulburn's $463,090 median house price compared to Canberra's $749,865 and Sydney's - $1,144,217. Housing variety, location, work/life balance and access to specialised health care are also selling features. It will be aimed at first home buyers, young families, tree-changers, near retirees and professionals able to work remotely.
The campaign also aims to draw business to town by promoting attractive land prices and proactively targeting opportunities. As such, the team will spruik the north Goulburn employment precinct, government investment in major projects such as the performing arts centre, location and one per cent annual growth.
This will also be done through traditional and social media, but also expos.
Mrs Parlett said the country lifestyle, city heartbeat tagline tapped into the life people "craved" but also the energy and services of a city and an emotional connection.
At Tuesday's meeting, council general manager Warwick Bennett praised the team's work.
"They've put a lot of effort into it and it's been done by some very smart people," he said.
"It will sell the great message Goulburn has to people who want to come here to work and invest."
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