Lake Macquarie woos Sydney millennials with $90,000 coffee and VR experience

The Advertiser

21-05-2025

Questions have been raised about Lake Macquarie City Council's $90,000 marketing spend aimed at encouraging Sydneysiders to relocate to the region.
On May 7 and 8, brand awareness activations were held in Manly and Parramatta as part of the council's Move To Lake Mac campaign.
The activations featured a guided virtual experience "immersing participants in the Lake Macquarie lifestyle" via VR headsets and a 360-degree mobile device accessible via QR code, as well as a free coffee brewed in a branded beverage cart.
The two activations cost $66,000, including equipment hire, branded collateral, video production, social media advertising, coffee, staffing and permits.
A further $24,000 covered digital advertising, content production, photography, concept development, project management, and reporting and analysis.
A spokesperson for the council said the brand awareness activation was the result of demographic analysis.
"Our strategic planning recognises the need for a demographic shift in Lake Macquarie's ageing population to ensure the city's prosperity in years to come," the spokesperson said.
"With that in mind, we launched marketing to lure capital-city millennials looking to relocate or build a business. This has previously consisted of online and out-of-home advertising in target areas.
"The campaign raised awareness of the benefits our city can offer potential new movers, engaging potential new movers during their daily commute and creating high-visibility experiences."
According to the Regional Movers Index, Lake Macquarie has no trouble attracting new residents from capital cities.
For the quarter ending in December 2024, Lake Macquarie was the third-most popular destination for internal migration in Australia, accounting for five per cent of city dwellers moving to regional areas.
It was the most popular regional local government area in NSW.
Lake Macquarie's annual internal migration was up 22.2 per cent in 2024, placing it fifth nationally behind the Sunshine Coast (7.9), Greater Geelong (7), Gold Coast (5.3) and Moorabool (4.2) for a net capital-regional migration share of 4.2 per cent.
The city's population is forecast to rise from 222,000 in 2024 to 260,000 by 2046. Much of that growth is expected to be situated on the western side of the lake in suburbs like Morisset, Wyee and Cooranbong.
Last month a housing forum was held at Belmont 16s to bring together government, developers, affordable housing providers, not-for-profit community organisations and industry experts to discuss the region's response to the national housing affordability crisis and supply shortages.
Anna Noon, the director of partnerships and programs with Lake Macquarie's The Groundswell Collective, said, given the housing crisis, it was irresponsible of council to be promoting the region in Sydney.
"There's evidence that's been there for some time that our growth is pretty exponential as it is," Ms Noon said.
"The idea of putting ratepayers resources into trying to attract more people when we're already struggling to house those we have, particularly for locals, I think, is something that should be questioned.
"This idea of building brand awareness for a council in Sydney - why would we do that?"
Ms Noon also criticised the $90,000 price tag of the brand awareness activation.
"Surely there would be more pressing issues in our community that those funds could be better spent on," she said.
The not-for-profit Groundswell Collective was awarded Community Group of the Year at the Lake Mac Awards in March for planting eight 'tiny forests' and distributing more than 6000 free seed packets across the city.
Ms Noon said the recent destruction of bushland at Myall Road in Garden Suburb by NSW Government agency Landcom for housing was an example of how population growth was damaging the Lake Macquarie environment.
"Our lovely environment is the reason people state why they want to move to Lake Macquarie or why they live here and that's the very thing that's being threatened the most by these increases in population," she said.
"We know we need to accommodate an extra 40,000 people over the next 20 years, so it's going to be tricky already without needing to give commuters free coffees to come and move here."
A spokesperson for the council said balancing growth and environmental impacts was at the forefront of the Lake Macquarie Community Strategic Plan.
"Our strategy seeks to focus growth, investment, and high-quality development in existing urban areas and around centres where infrastructure already exists," they said.
"The lake and our natural assets will always underpin our city's identity, and its health is critical to our lifestyle and the future of our economy.
"Growing our city also means continuing to protect and enhance the health and amenity of our natural areas, waterways, and coast.
"Focusing growth and investment in our existing urban areas reduces pressure on the environment."
Questions have been raised about Lake Macquarie City Council's $90,000 marketing spend aimed at encouraging Sydneysiders to relocate to the region.
On May 7 and 8, brand awareness activations were held in Manly and Parramatta as part of the council's Move To Lake Mac campaign.
The activations featured a guided virtual experience "immersing participants in the Lake Macquarie lifestyle" via VR headsets and a 360-degree mobile device accessible via QR code, as well as a free coffee brewed in a branded beverage cart.
The two activations cost $66,000, including equipment hire, branded collateral, video production, social media advertising, coffee, staffing and permits.
A further $24,000 covered digital advertising, content production, photography, concept development, project management, and reporting and analysis.
A spokesperson for the council said the brand awareness activation was the result of demographic analysis.
"Our strategic planning recognises the need for a demographic shift in Lake Macquarie's ageing population to ensure the city's prosperity in years to come," the spokesperson said.
"With that in mind, we launched marketing to lure capital-city millennials looking to relocate or build a business. This has previously consisted of online and out-of-home advertising in target areas.
"The campaign raised awareness of the benefits our city can offer potential new movers, engaging potential new movers during their daily commute and creating high-visibility experiences."
According to the Regional Movers Index, Lake Macquarie has no trouble attracting new residents from capital cities.
For the quarter ending in December 2024, Lake Macquarie was the third-most popular destination for internal migration in Australia, accounting for five per cent of city dwellers moving to regional areas.
It was the most popular regional local government area in NSW.
Lake Macquarie's annual internal migration was up 22.2 per cent in 2024, placing it fifth nationally behind the Sunshine Coast (7.9), Greater Geelong (7), Gold Coast (5.3) and Moorabool (4.2) for a net capital-regional migration share of 4.2 per cent.
The city's population is forecast to rise from 222,000 in 2024 to 260,000 by 2046. Much of that growth is expected to be situated on the western side of the lake in suburbs like Morisset, Wyee and Cooranbong.
Last month a housing forum was held at Belmont 16s to bring together government, developers, affordable housing providers, not-for-profit community organisations and industry experts to discuss the region's response to the national housing affordability crisis and supply shortages.
Anna Noon, the director of partnerships and programs with Lake Macquarie's The Groundswell Collective, said, given the housing crisis, it was irresponsible of council to be promoting the region in Sydney.
"There's evidence that's been there for some time that our growth is pretty exponential as it is," Ms Noon said.
"The idea of putting ratepayers resources into trying to attract more people when we're already struggling to house those we have, particularly for locals, I think, is something that should be questioned.
"This idea of building brand awareness for a council in Sydney - why would we do that?"
Ms Noon also criticised the $90,000 price tag of the brand awareness activation.
"Surely there would be more pressing issues in our community that those funds could be better spent on," she said.
The not-for-profit Groundswell Collective was awarded Community Group of the Year at the Lake Mac Awards in March for planting eight 'tiny forests' and distributing more than 6000 free seed packets across the city.
Ms Noon said the recent destruction of bushland at Myall Road in Garden Suburb by NSW Government agency Landcom for housing was an example of how population growth was damaging the Lake Macquarie environment.
"Our lovely environment is the reason people state why they want to move to Lake Macquarie or why they live here and that's the very thing that's being threatened the most by these increases in population," she said.
"We know we need to accommodate an extra 40,000 people over the next 20 years, so it's going to be tricky already without needing to give commuters free coffees to come and move here."
A spokesperson for the council said balancing growth and environmental impacts was at the forefront of the Lake Macquarie Community Strategic Plan.
"Our strategy seeks to focus growth, investment, and high-quality development in existing urban areas and around centres where infrastructure already exists," they said.
"The lake and our natural assets will always underpin our city's identity, and its health is critical to our lifestyle and the future of our economy.
"Growing our city also means continuing to protect and enhance the health and amenity of our natural areas, waterways, and coast.
"Focusing growth and investment in our existing urban areas reduces pressure on the environment."
Questions have been raised about Lake Macquarie City Council's $90,000 marketing spend aimed at encouraging Sydneysiders to relocate to the region.
On May 7 and 8, brand awareness activations were held in Manly and Parramatta as part of the council's Move To Lake Mac campaign.
The activations featured a guided virtual experience "immersing participants in the Lake Macquarie lifestyle" via VR headsets and a 360-degree mobile device accessible via QR code, as well as a free coffee brewed in a branded beverage cart.
The two activations cost $66,000, including equipment hire, branded collateral, video production, social media advertising, coffee, staffing and permits.
A further $24,000 covered digital advertising, content production, photography, concept development, project management, and reporting and analysis.
A spokesperson for the council said the brand awareness activation was the result of demographic analysis.
"Our strategic planning recognises the need for a demographic shift in Lake Macquarie's ageing population to ensure the city's prosperity in years to come," the spokesperson said.
"With that in mind, we launched marketing to lure capital-city millennials looking to relocate or build a business. This has previously consisted of online and out-of-home advertising in target areas.
"The campaign raised awareness of the benefits our city can offer potential new movers, engaging potential new movers during their daily commute and creating high-visibility experiences."
According to the Regional Movers Index, Lake Macquarie has no trouble attracting new residents from capital cities.
For the quarter ending in December 2024, Lake Macquarie was the third-most popular destination for internal migration in Australia, accounting for five per cent of city dwellers moving to regional areas.
It was the most popular regional local government area in NSW.
Lake Macquarie's annual internal migration was up 22.2 per cent in 2024, placing it fifth nationally behind the Sunshine Coast (7.9), Greater Geelong (7), Gold Coast (5.3) and Moorabool (4.2) for a net capital-regional migration share of 4.2 per cent.
The city's population is forecast to rise from 222,000 in 2024 to 260,000 by 2046. Much of that growth is expected to be situated on the western side of the lake in suburbs like Morisset, Wyee and Cooranbong.
Last month a housing forum was held at Belmont 16s to bring together government, developers, affordable housing providers, not-for-profit community organisations and industry experts to discuss the region's response to the national housing affordability crisis and supply shortages.
Anna Noon, the director of partnerships and programs with Lake Macquarie's The Groundswell Collective, said, given the housing crisis, it was irresponsible of council to be promoting the region in Sydney.
"There's evidence that's been there for some time that our growth is pretty exponential as it is," Ms Noon said.
"The idea of putting ratepayers resources into trying to attract more people when we're already struggling to house those we have, particularly for locals, I think, is something that should be questioned.
"This idea of building brand awareness for a council in Sydney - why would we do that?"
Ms Noon also criticised the $90,000 price tag of the brand awareness activation.
"Surely there would be more pressing issues in our community that those funds could be better spent on," she said.
The not-for-profit Groundswell Collective was awarded Community Group of the Year at the Lake Mac Awards in March for planting eight 'tiny forests' and distributing more than 6000 free seed packets across the city.
Ms Noon said the recent destruction of bushland at Myall Road in Garden Suburb by NSW Government agency Landcom for housing was an example of how population growth was damaging the Lake Macquarie environment.
"Our lovely environment is the reason people state why they want to move to Lake Macquarie or why they live here and that's the very thing that's being threatened the most by these increases in population," she said.
"We know we need to accommodate an extra 40,000 people over the next 20 years, so it's going to be tricky already without needing to give commuters free coffees to come and move here."
A spokesperson for the council said balancing growth and environmental impacts was at the forefront of the Lake Macquarie Community Strategic Plan.
"Our strategy seeks to focus growth, investment, and high-quality development in existing urban areas and around centres where infrastructure already exists," they said.
"The lake and our natural assets will always underpin our city's identity, and its health is critical to our lifestyle and the future of our economy.
"Growing our city also means continuing to protect and enhance the health and amenity of our natural areas, waterways, and coast.
"Focusing growth and investment in our existing urban areas reduces pressure on the environment."
Questions have been raised about Lake Macquarie City Council's $90,000 marketing spend aimed at encouraging Sydneysiders to relocate to the region.
On May 7 and 8, brand awareness activations were held in Manly and Parramatta as part of the council's Move To Lake Mac campaign.
The activations featured a guided virtual experience "immersing participants in the Lake Macquarie lifestyle" via VR headsets and a 360-degree mobile device accessible via QR code, as well as a free coffee brewed in a branded beverage cart.
The two activations cost $66,000, including equipment hire, branded collateral, video production, social media advertising, coffee, staffing and permits.
A further $24,000 covered digital advertising, content production, photography, concept development, project management, and reporting and analysis.
A spokesperson for the council said the brand awareness activation was the result of demographic analysis.
"Our strategic planning recognises the need for a demographic shift in Lake Macquarie's ageing population to ensure the city's prosperity in years to come," the spokesperson said.
"With that in mind, we launched marketing to lure capital-city millennials looking to relocate or build a business. This has previously consisted of online and out-of-home advertising in target areas.
"The campaign raised awareness of the benefits our city can offer potential new movers, engaging potential new movers during their daily commute and creating high-visibility experiences."
According to the Regional Movers Index, Lake Macquarie has no trouble attracting new residents from capital cities.
For the quarter ending in December 2024, Lake Macquarie was the third-most popular destination for internal migration in Australia, accounting for five per cent of city dwellers moving to regional areas.
It was the most popular regional local government area in NSW.
Lake Macquarie's annual internal migration was up 22.2 per cent in 2024, placing it fifth nationally behind the Sunshine Coast (7.9), Greater Geelong (7), Gold Coast (5.3) and Moorabool (4.2) for a net capital-regional migration share of 4.2 per cent.
The city's population is forecast to rise from 222,000 in 2024 to 260,000 by 2046. Much of that growth is expected to be situated on the western side of the lake in suburbs like Morisset, Wyee and Cooranbong.
Last month a housing forum was held at Belmont 16s to bring together government, developers, affordable housing providers, not-for-profit community organisations and industry experts to discuss the region's response to the national housing affordability crisis and supply shortages.
Anna Noon, the director of partnerships and programs with Lake Macquarie's The Groundswell Collective, said, given the housing crisis, it was irresponsible of council to be promoting the region in Sydney.
"There's evidence that's been there for some time that our growth is pretty exponential as it is," Ms Noon said.
"The idea of putting ratepayers resources into trying to attract more people when we're already struggling to house those we have, particularly for locals, I think, is something that should be questioned.
"This idea of building brand awareness for a council in Sydney - why would we do that?"
Ms Noon also criticised the $90,000 price tag of the brand awareness activation.
"Surely there would be more pressing issues in our community that those funds could be better spent on," she said.
The not-for-profit Groundswell Collective was awarded Community Group of the Year at the Lake Mac Awards in March for planting eight 'tiny forests' and distributing more than 6000 free seed packets across the city.
Ms Noon said the recent destruction of bushland at Myall Road in Garden Suburb by NSW Government agency Landcom for housing was an example of how population growth was damaging the Lake Macquarie environment.
"Our lovely environment is the reason people state why they want to move to Lake Macquarie or why they live here and that's the very thing that's being threatened the most by these increases in population," she said.
"We know we need to accommodate an extra 40,000 people over the next 20 years, so it's going to be tricky already without needing to give commuters free coffees to come and move here."
A spokesperson for the council said balancing growth and environmental impacts was at the forefront of the Lake Macquarie Community Strategic Plan.
"Our strategy seeks to focus growth, investment, and high-quality development in existing urban areas and around centres where infrastructure already exists," they said.
"The lake and our natural assets will always underpin our city's identity, and its health is critical to our lifestyle and the future of our economy.
"Growing our city also means continuing to protect and enhance the health and amenity of our natural areas, waterways, and coast.
"Focusing growth and investment in our existing urban areas reduces pressure on the environment."