Dumping town slogan review a missed opportunity for Ashburton, councillor says

Nicole Mathewson Reporter from The Press

From local democracy reporter Adam Burns:
Ditching plans for a new town slogan misses the chance for Ashburton to improve its national image, which “is arguably not the best”, a district councillor says.

The district's ridiculed 'Whatever it Takes' slogan was considered for a review for “ongoing relevance” following suggestions put forward by local residents earlier this year.

In response, the Ashburton District Council unanimously agreed that the slogan needed to be discarded, the matter being picked up by national media as a result.

But cost and fear of further derision has seemingly scared most of the elected members off developing a replacement.

At its meeting held via Zoom on Wednesday, the council moved a recommendation to dispense with the use of slogans in its marketing efforts and instead “tell stories about our place, our people and our activities”.

Councillor Carolyn Cameron called the recommendation “negative thinking” and believed it would be a missed opportunity.

“I would be disappointed if we did not endeavour to improve our image nationally, which is arguably not the best,” she said.

“You cannot measure the value of a slogan, a slogan is about the people that live in the district, getting behind a brand and a belief and having pride in their community.”