New city tagline revealed Monday

Local advertising agency BrandHealth Inc. will pitch its new Peterborough tagline to councillors on Monday after their last idea – Where Roads and Rivers Meet – was rejected at City Hall.

Council sent BrandHealth back to the drawing board in July after the proposed slogan was met with wide public disapproval.

The firm was hired to develop a brand for Peterborough to attract people to invest in the city and to move here.

That means a new tagline to replace the current one (Peterborough – It’s a Natural), as well as a new logo.

But when BrandHealth revealed its tagline idea at City Hall in July – Peterborough: Where Roads and Rivers Meet - many people didn’t like it.

A new city staff report states that 900 citizens filled out an online survey about it, and both City Hall and BrandHealth received plenty of phone calls.

“The theme of most of the feedback recommended that the tagline should better capture the spirit of the community in a more optimistic tone, and convey that Peterborough has momentum and opportunity,” the staff report states.

“City and BrandHealth staff have taken the feedback into consideration and will present a new tagline.”

The staff report doesn’t say what the new tagline might be – just that BrandHealth will present it Monday night at the committee of the whole meeting.

Live video streaming and blogging from the meeting will be available on The Examiner’s website Monday night. The meeting begins at 6:30 p.m. at City Hall.

NOTE: See more city council coverage on Pages A2, A3 and A6.