In the long-standing rivalry bewteen Australia's two largest cities, Melbourne's success in reinventing itself as a life style city is clearly beginning to worry some Sydneysiders.
First came the shocking news that Melbourne was growing faster than Sydney.
Sydney's Lord Mayor began a campaign to change NSW's archaic and creaking licensing laws to allow for the creation of smaller bars and cafes, arguing that this was necessary if Sydney was to compete against Melbourne. While derided by the President of the NSW branch of the Hotels' Association on the grounds that Sydney people did not want to sit reading a book while drinking a glass of Chardonnay, the Mayor's move was successful.
This week one of the local papers, the Sydney Morning Herald, has been campaigning for changes to make the central city a more livable place.
In the midst of all this, Tourism Victoria paid a large sum of money to have the latest glossy guide to Victorian wine districts included in the Herald! And very impressive it was too.
This is not the first foray of this type into the Sydney marketplace. The enormously successful Run Rabit Run commercials promoting the Yarra Valley are an earlier example. Whereas Sydney concentrates on the steak, attractions such as the Opera House, Melbourne focuses on the sizzle. It's all starting to give Sydney quite a complex.