Wollongong is stepping up to make itself known domestically and internationally as a superior business location.
On the 10th anniversary of Advantage Wollongong more than 150 business and civic leaders gathered at Wollongong Art Gallery on Tuesday to launch new branding for city.
Invest Wollongong is a partnership between the NSW Government, Wollongong City Council and the University of Wollongong.
Its aim is to showcase the many benefits of locating a business in Wollongong and coincides with council's new economic development strategy which aims to create 10,500 new jobs within the next decade.
The new brand is accompanied by an Invest Wollongong Stakeholder Program that provides the community a chance to support the initiative. The large turnout showed business leaders were keen to help convey the positive message.
Regional NSW Group deputy director Nigel McKinnon said "by working collaboratively, we increase the likelihood of achieving our collective goal to attract new jobs and investment to Wollongong".
Wollongong Lord Mayor Gordon Bradbery said the city can promote itself with confidence because so many enterprises have found the vibrant coast city to be a place where they can thrive.
University of Wollongong commercial leasing and business development manager Jonas Marcelo said "we know it is a great place to operate a business and achieve a real work/life balance".
By working collaboratively, we increase the likelihood of achieving our collective goal to attract new jobs and investment to WollongongNigel McKinnon
A new website provides information and case studies for those interested in setting up a business.
Wollongong Economic Development manager Mark Grimson and marketing specialist Marilyn Lopez were involved in the development of the new branding and stakeholder program.
Ms Lopez has previously worked with the G21 Geelong Region Alliance and knows the importance of providing resources for those in the community to help drive the positive story about Wollongong.
Ms Lopez spoke about research showing it was important to present a professional and friendly message in representing the city. "We also have to show imagery that showcases our lifestyle. Because that is one of the reasons businesses will choose us".
Other reasons they will choose the vibrant coastal city are its affordability, location one hour south of Sydney, large talent pool, work-life balance, supportive environment and industry focused global university.
Mr Grimson said the new branding comes as the city continues to transform.
"You only need to look at the 15 cranes on the skyline to see the level of change occurring. Our brand needs to reflect our story. It is our goal for Wollongong to be known as a superior business location. Our mission is to attract, educate and facilitate business investment and ultimately more jobs".