Absolutely, positively unsure about what to call Hamilton

By JEREMY REES

Try breaking some kind of world record to get noticed, Hamilton.

That is one of the suggestions of residents who want to see the city, the fourth-largest urban area in the country, gain a higher profile.

Daniel Tseng was among the most ingenious of the respondents to a Herald call for ideas.

"Devise a world record event by Hamiltonians," he said, before suggesting a range of puzzles that could be based on the city's name.

"Connect 26 letters together to form words which include Hamilton and other words in three dimensions to be the first 3D cross alphabet containing a city name in the world."

Other suggestions stuck to looking for a slogan for the city.

"New Zealand's Heartland", suggested Bruce Brander, a former Waikato man now living in Colorado Springs.

But would that not annoy all the other places that claim to be the country's heartland, like the East Cape, West Coast, Eketahuna, Bunnythorpe, Twizel and Gore?

Geoff Balme, of Hamilton, also suggested a slogan, but he preferred to place Hamilton not just at the heart of the Waikato but at its core.

His suggestion: "Hamilton, the Waikato".

"Waikato as the byline captures three significant iconic features: the Waikato River (and its features, meaning and history), the Waikato rugby team and Waikato farming (some of the richest farmland in the world).

"Do we need to say any more than 'Hamilton, the Waikato'?" he asked.

The search for a new brand or slogan began after Hamilton City decided its present, "Hamilton: More than You Expect", could be construed negatively. After all, it does not mean the city is a good place, just a little better than you might expect it is.

About $130,000 will be spent on rebranding the city.

Reader Claire Velzian said there was a lot going for Hamilton, especially its central position near Auckland, the coast and skiing, as well as its growth and future.

"These two points conjure up an image that Hamilton links many places and it is spanning the past, present and the future. Hamilton is well recognised for its majestic river and numerous bridges. Hence the reason for my suggestion, 'Hamilton: Bridging the Gap'."

Caroline Butland went straight to the point in her submission: "How about 'Riveting Hamilton' or 'Wholly Hamilton'?"

Then there was Jan West's evocative but possibly ambiguous, "Hamilton - you can't go past it".

There were less kind souls who could not see what all the fuss was about. "What about just Hamilton?" said one reader, who preferred to remain anonymous.

"Leave all the people who don't have the pleasure of living here to their own misconceptions."

Indeed.

* Do you have thoughts on branding Hamilton? Email newsdesk@nzherald.co.nz, fax (09) 373-6421 or write to PO Box 19-172, Hamilton.