A pretty ugly Plan D

Dunedin City Council is going ahead with a 4.1% rates rise. They have also just announced spending of $145,000 on new campaign that is not receiving an A pass from the public, neither a B or C pass.

ODT – DCC spends $145,000 on new campaign: ‘Dunedin, A Pretty Good Plan D’

A new $145,000 slogan, aimed at enticing New Zealanders to visit Dunedin, is getting a D-grade from many online.

The slogan — “Dunedin, A Pretty Good Plan D”— is Enterprise Dunedin’s self-deprecating and wryly humorous nod to the fact the southern city may not be people’s first choice of destination.

The Dunedin City Council’s destination marketing arm described it as “an intriguing, high impact new domestic marketing campaign” which highlights the city’s many attractions in an unfolding story of references to famous international visitor hot spots, with stunning creative imagery backing up the connection.

“Dunedin may not have been their first choice, but it is a pretty good Plan D and can offer alternatives that are comparable to those found in Europe, Asia, Australia and the United States.

But Dunedin residents took to social media to disagree yesterday.

Disagreement on social media is pretty normal, but relegating a city to ‘plan d’ is something worthy of strong disagreement.

Whether the slogan (or any slogans) will make any difference is debatable.

Pouring money into a promotion in a severely depressed tourism market is itself a big risk.

Dunedin has had previous slogans that haven’t been particularly positive:

  • Dunedin, it’s all right here
  • I am Dunedin

The ODT hinted at how they rate the new slogan, accompanying the article with:

NZ’s worst town slogans? You be the judge

  • Ashburton – Whatever it takes
  • Wairoa – The Way NZ Used to Be
  • Featherston – If you lived here you’d be home by now
  • Timaru – Touch, Taste, Feel
  • Foxton – The Fox Town of New Zealand
  • Stop and Taste Te Puke
  • Matamata – You matter in Matamata
  • Gore – A little bit wild, a little bit out there
  • Hamilton – More than you Expect
  • Tempt me Tauranga
  • Right Up My Hutt Valley

You may have to see the last one to get the aim:

What is commonly known as ‘The Hutt’ is now apparently “A great place to live”. Up to 1999 it was “We’ve Got the Lot”.

Some more from Top 10 worst NZ city slogans

  • Auckland A (changed to “Big Little City”)
  • Of course you Canterbury
  • Hamilton, where it’s happening
  • Hamilton, City of the Future
  • Porirua: P-town