Time to claim a new title (slogan)

I just read today that Queensland Rail are to consider a fast train between Rockhampton and Gladstone. At last. Lets hope this consideration process doesn't take too long and we see some action.
The below column questions the benefits of the Beef Capital of Australia title that Rockhampton carries. Should it be the city's slogan as well?

The media were vying for the best position at the bottom of the mobile steps.  The pressurised door of the plane was released, the eyes of the entire airport ground staff diverted to the top of the steps.  The beaming hostess thanked her for flying with them and just contained herself from asking for a photo together.  What a hit on Facebook that profile photo would make.  In her stunning outfit and with a radiant smile Jennifer Hawkins put on her designer sunglasses as she departed the plane.  The Myer PR team watched from the plane windows.  The result was exactly what they hoped for.  Maximum media coverage for the Rockhampton store opening.

No…. Myers isn’t coming to Rockhampton, not yet anyway.  It’s just another aspiration of mine (more for Jennifer Hawkins than Myers to come to Rocky).  However this is what happened recently in Mackay.  Why Mackay, why not Rockhampton?  Rockhampton, on the doorstep of billion dollar projects, the Beef Capital of Australia, why didn’t Myers choose it over Mackay?  No doubt there were many reasons.  Could one of the reasons be the title, Beef Capital of Australia?  A title that’s used pretty much as a slogan for the city.  Like The Morning Bulletins slogan ‘where local news comes first’, a slogan helps people visualise what the brand is about.  In this case the brand is Rockhampton city.  At the risk of upsetting the beef industry, does Rockhampton city reflect a beef capital image and what do people perceive when they hear it?  Are these perceptions conducive to deciding where to live, visit or invest?  Bull statues contribute to the beef capital image, but other than cattle trucks, The Great Western or at show time, where are the cattle?  Apparently you’re more likely to come across a deer or brumby when driving around the city.

The title ‘Beef Capital’ does provide a point of difference from other cities, but is it the only difference we want to highlight and is it a real benefit.  Those who visit Rockhampton city because it is the Beef Capital of Australia, outside Beef Expo time, are they really going to be satisfied with their experiences?

It’s time for an image overhaul for the city.  In earlier columns I’ve suggested a slogan, ‘Rockhampton – Home of Australia’s Future Champions’.  Imagine what people would visualise (their perceptions) when they hear this.  Arguably more conducive pictures for people considering to live, visit or invest in the city.  With our education, sporting facilities, cultural centres and industry base we have solid foundations to develop such a slogan.  Plus Rockhampton has proof of being able to produce champions in numerous fields, including one of the all time greats – Rod Laver. Perception is a very powerful marketing tool. Unfortunately the Council in their Draft Community Plan have identified adopting a new vibrant and progressive image for the region as a low priority. Ask any business what their biggest asset is and they’ll answer their brand.

Has anyone from Council asked Myers why Mackay and not Rockhampton? That’s the kind of feedback you need to help effectively plan for the future.