The first is offered up by former UOW vice-chancellor and regional employment advocate Gerard Sutton - we need a ‘‘light on the hill’’ project to capture the national imagination.

He refers to the Sea Cliff Bridge as a good example. The bridge was built out of necessity but there is no doubt the innovative design put the region on the map, featuring in countless ads and becoming a major tourist drawcard.

The State Government’s vision on the bridge project needs to be replicated by all levels of government if we are to identify and successfully implement another ‘‘light on the hill’’ that will attract national attention and go some way to turning around perceptions.

The second key point is made by Illawarra Business Chamber president Les Dion - if the region’s stakeholders don’t work together to promote the region, success will be limited.

Collaboration is the key.

First, to identify the best strategy for overcoming the negative perceptions.

Second, to shout it from the rooftops, in a loud and united voice. Then we might be heard.