New slogan not ‘desired by many’

Newly elected Mayor Phil Goff is distancing himself from Auckland Council’s new half a million dollar city slogan.

The city’s proposed new global brand -The Place Desired by Many - is the result of two year’s involving 115 council staff, but has been slammed by councillors as a waste of public money.

A spokeswoman from the mayors office, Nirupa George, said Goff had received a high level briefing about the slogan but had not had any direct involvement. She said the slogan was not his priority and that the exercise was started well before he was elected.

Auckland councillor Dick Quax called the slogan ‘‘bland’’ and an irresponsible use of public money. Councillor Christine Fletcher said she was ’’greatly offended’’ the council spent so much on something already in existence.

The slogan was developed by Ateed, the council’s economic growth and tourism arm. Ateed chief executive Brett O’Riley denied it was a new brand or slogan for Auckland. O’Riley said it was developed through ‘‘comprehensive research and consultation’’. A final decision on the use of the phrase won’t be made until further consultation.

‘‘This is not about changing a slogan, but creating a unified brand that represents the whole of Auckland.’’