GEELONG Mayor Darryn Lyons makes no apology for putting himself out there on a Princes Freeway billboard welcoming people to the city.

He said yesterday the new billboard near Avalon, showing him in mayoral robes along with the words "We are Geelong! Giddy up" had already gained international coverage and measured his passion and commitment to sell his home town to the world.

News of the sign set social media alight yesterday with views ranging from congratulatory to caustic and questioning the use of giddy up. A story on the Geelong Advertiser's Facebook page had 27,000 views and 280 comments to late yesterday.

Cr Lyons said love him or hate him, he would always be himself and strive for his community.

"If we want to be a 21st century smart city we need to embrace marketing globally and within Australia," he said.

"What resounds with me immediately is that I've never had more phone calls ... without question it's all about my home, my city and the greatness of this place to come here, do business here and live here."

He fielded calls yesterday from British newspapers and television.

"And tomorrow I'm on five networks around Australia," he said.

The giddy up catch cry was recognised as his own from across many years in media.

"Get on the horse Geelong, the horse is bolting and I want to make it the greatest place on the planet."

Facebook feedback ranged from those congratulating the mayor on reinvigorating Geelong's image and fuelling media coverage across the country to those who labelled it "egotistical" and a "tourist repellent".

Richard Webbe said: "So much criticism for someone having a go. Well done to the mayor. Of course you could all go back to the previous mayors, most of which did nothing to promote Geelong. Geelong will continue to become a ghost town with your foolish and critical arm chair attitudes."

Jacinta Evans thought "giddy up" was a fine catch cry for Cr Lyons but "not a good look for Geelong".

"I'm a bit embarrassed by it," she said.

Dean Harvey said the slogan was no worse than Australia's 'Where the bloody hell are you?' campaign which cost $180 million.

Deanne Cresswell thought the billboard reeked of self-promotion.