Hamilton, City of Soul - or city in search of one

By ELIZABETH BINNING

"At least it's not Auckland", "Hamilton - the River of Life", "The Heart of Farming".

The suggestions came flooding in yesterday after news that the country's fourth-largest city is to rebrand itself.

The present slogan, "Hamilton - More Than You Expect", is thought to be negative, and previous ones such as "Hamilton - Where it is Happening" didn't do a lot either.

The $130,000 rebranding campaign aims to change negative perceptions about the city, but among the bright ideas came a suggestion that maybe Hamilton should just be "Hamilton".

Mayor David Braithwaite said slogans were not everything and the city had more to offer than just a phrase. However, he did have one suggestion - something along the lines of "Hamilton - the City of Soul".

Ewan Wilson, chairman of the council economic development committee, said changing the slogan was only a small part of a long-term campaign.

"We are going to spend money on an advertising campaign, the slogan component is just tiny. One of the key messages we want to get across is that we have all the key services the major cities have."

He said advertising Hamilton's assets, services and business and lifestyle opportunities was more important and it might be that the city did not get a new slogan.

Jeanette Tyrrell, director of Hamilton advertising company Verdict Communications, said the city needed rebranding, but it would be best done by attracting people to the region rather than a slogan.

"Creating a brand is not about slogans. It's about giving something personality ... Forget the slogan. Put the money into events or facilities and give people a great reason to come here."

On the street, Hamiltonians agreed that the city needed to push what assets it already had, rather than find another slogan.

But while many disliked the present slogan, most found it difficult to think of a new one.

In Auckland, however, suggestions flowed freely yesterday - most reinforcing Hamilton's concern that outsiders view their city negatively.

Auckland Mayor John Banks said the best idea for Hamilton's new slogan would come from the cowshed, not a public relations company.

His suggestion "Hamilton - Not to be Mist - the City of Fog" did not impress his Hamilton counterpart. Nor did "Warning: Hamilton Ahead" or "Hamilton - Dead Centre of the Waikato".