Posts Tagged “this is the life”


THE Central Coast Council has started an Instagram page to market the region with locals encouraged to hashtag their own photos to share the Coast love.

The campaign, aptly called This is the Life, will showcase the Coast’s emerging cultural scene by featuring “real” local residents sharing what they love about the region.

Their stories, photos and videos will be shared through Instagram — @thisisthecentralcoast — and on a dedicated website

The Coast community will be encouraged to get involved by using the hashtag #thisisthelife.

Similar branding campaigns have proved hugely successful in other areas including Penrith, Parramatta, Newcastle, the Gold Coast, Melbourne and Brisbane­.

“We know the Coast is a great place to live and we want to spread the message,” Central Coast Council administrator­ Ian Reynolds said.

“The campaign will use real people telling real stories­.”

And that is something Christine Allen has been doing for the past few years with her website and coastalchic Instagram account which has 60,000 followers.

Ms Allen moved from Sydney to Umina Beach three years ago in search of more affordable property.

“We moved up because we couldn’t afford to buy in Sydney and we didn’t want to live a million miles from the beach,” she said.

“We bought the first house we looked at, a four-bedroom house with a pool and minutes from the beach.”

Even the commute to Sydney for work became a positive for the public relations professional­.

“I use the commute time to work on the Instagram account­, so I don’t see it as a negative, Coastal Chic was born out of commuting an hour each way, so it’s been quite productive,” Ms Allen said.

She said the Coast’s lifestyle including­ its food and cultural scene came as a complete surprise.

“It totally surprised me, like a lot of people I was expecting­ it to be a bit daggy, but it’s not at all,” she said.

“It’s on par with Sydney, if not better.”


THE Central Coast Council commissioned formal research to find out people’s perceptions and attitudes towards the region.

The research found recognition of the area was high, people knew where the Central Coast was, and it was identified as an affordable region with a relaxed attitude, but there was a general perception that there was a lack of amenities­.

“We know this is no longer true,” council administrator Ian Reynolds said.

“The Central Coast has changed a lot over 20 years. It is certainly a more vibrant place, with cafes, restaurants, festivals and a growing cultural scene.

“Perceptions have not kept up with reality. Research shows outside the region, there is a view we are a bit of a sleepy hollow with not much to offer except our beaches.

“If you live here and are a proud Coastie, you know that is not the case.”

People can follow the campaign on Instagram @thisisthecentralcoast by using the hashtag #thisis thelife and share what they love about the Coast.

Source: Denice Barnes, Central Coast Gosford Express Advocate