The region's peak tourism body is about to go through an overhaul and rebrand with the long-held slogan "We Love The Gong" kicked to the curb.
From November, Destination Wollongong will launch a new website, branding and a new slogan.
They will also use local celebrities or "ambassadors" to push the message that Wollongong can be more than a weekend destination.
"'We love the Gong' was a community pride campaign that was hugely successful in its time and has left a legacy with the community," general manager Mark Sleigh said.
"It won't necessarily feature as part of the new brand but there is every chance the 'We love the Gong' merchandise will [still] be available into the future."
Mr Sleigh said the focus shift to sell the region to outsiders as a lifestyle.
"It doesn't just mean coming and engaging as a day trip visitor, it means looking at whether or not you'd relocate business here, it means whether or not you look at coming here to live," he said.
However, Mr Sleigh kept tight lipped on what new slogan they were planning to use.