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.’’

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