NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • Deloitte Fast 50
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In

Advertisement
Advertise with NZME.
Home / Travel

Winston Aldworth: A big, little slogan

Winston Aldworth
By Winston Aldworth
Head of Sport·NZ Herald·
17 Sep, 2012 09:30 PM2 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save
    Share this article
Any of our country cousins who haven't got past the preconceptions of Jafas and yuppiedom simply aren't going to come here. Photo / Paul Estcourt
Any of our country cousins who haven't got past the preconceptions of Jafas and yuppiedom simply aren't going to come here. Photo / Paul Estcourt

Any of our country cousins who haven't got past the preconceptions of Jafas and yuppiedom simply aren't going to come here. Photo / Paul Estcourt

Winston Aldworth
Opinion by Winston Aldworth
Winston Aldworth is Head of Sport for NZME, working alongside New Zealand’s best sports journalists in the radio and publishing teams.
Learn more

It is a truth universally acknowledged that any hamlet of three buildings perched together in the countryside must be in want of a marketing team to pin a slogan on it.

Auckland's new campaign slogan is aimed at boosting domestic tourism.

"No passport required" is true enough, though the campaign's overall message seems dusty to me.

Seriously, any of our country cousins who haven't got past the preconceptions of Jafas and yuppiedom simply aren't going to come here (which is probably for the best for all parties concerned).

Other out-of-towners might find the tone a little dated - you'll get just as much culinary snobbishness in Central Otago and Cuba St as on Ponsonby Road.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

It's a pity the marketing boffins didn't feel confident enough of the region's charms - the harbour, the restaurants, the Waitakeres, etc - to let them sing.

Blame the Flight of the Conchords - ever since NZ's fourth-most-popular folk parody act hit it big, Kiwi marketing has dived head first into self-deprecation. From 2Degrees mobiles to Sean Fitzpatrick's bewildering pink fist and now to Steinlager - yes, even flag-waving, air-punching Steinlager - everyone seems to be taking the proverbial these days.

Still, at least this passport slogan is not as garbled as Heart of the City's forehead-slapping oxymoron: The big little city.

I don't envy the people charged with coming up with town slogans. It's not your standard corporate gig; these are places where people live. Get it wrong, and you've wronged them.

Got a better suggestion for an Auckland slogan? Comment below or send your suggestions to winston.aldworth@nzherald.co.nz.

Discover more

Travel

Climb every mountain

28 Jul 05:30 PM
Travel

Auckland: A dip into nature

04 Aug 05:30 PM
Opinion

Winston Aldworth: The closed corrida

03 Sep 09:30 PM
Tourism

Auckland: Try it and you might even like it

07 Sep 05:30 PM
Save
    Share this article

Latest from Travel

Travel

Eight of the cheapest Asian city break destinations

Travel

What it's like sleeping in an ancient Korean hanok village

Travel

Why Verona's open-air opera is a must-experience event


Sponsored

Family-built tours, Fiordland soul

Advertisement
Advertise with NZME.

Recommended for you

School fundraiser aiming to be the biggest and the best
Hawkes Bay Today

School fundraiser aiming to be the biggest and the best

Incoming deluge: Atmospheric river set to drench upper North Island, waterlogged Tasman
New Zealand

Incoming deluge: Atmospheric river set to drench upper North Island, waterlogged Tasman

New milk bank in Northland benefits premature, unwell babies
Northern Advocate

New milk bank in Northland benefits premature, unwell babies

'It was a scary way to live': Housing battle ends for terminally ill man
Northland Age

'It was a scary way to live': Housing battle ends for terminally ill man

‘A continual escalation’: Jared Savage on how organised crime is evolving in NZ
Crime

‘A continual escalation’: Jared Savage on how organised crime is evolving in NZ

Over 3000 Boeing workers reject new contract, strikes loom
World

Over 3000 Boeing workers reject new contract, strikes loom



Latest from Travel

Eight of the cheapest Asian city break destinations
Travel

Eight of the cheapest Asian city break destinations

Save your pennies in these stunning destinations.

27 Jul 08:00 AM
What it's like sleeping in an ancient Korean hanok village
Travel

What it's like sleeping in an ancient Korean hanok village

26 Jul 07:00 PM
Why Verona's open-air opera is a must-experience event
Travel

Why Verona's open-air opera is a must-experience event

25 Jul 07:00 AM


Family-built tours, Fiordland soul
Sponsored

Family-built tours, Fiordland soul

27 Jul 02:00 PM

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP
search by queryly Advanced Search