Ad brainstorm casts up, um, 'Auckland A'

At long last, Aucklanders have a new slogan to call their own.

Advertising gurus have unveiled their latest catchy saying for the city, one they hope will soon rival "Absolutely Positively Wellington" and "Of Course You Canterbury" for fostering civic pride.

The slogan is "Auckland A."

It was developed by the Saatchi and Saatchi ad agency and launched at the recent Auckland Festival event in Aotea Square.

The slogan is pitched as a play on the expression "eh" and comes complete with a hand-signal to be used as a form of Auckland-style greeting.

Slogan developers and promoters hope the phrase will quickly enter the popular lexicon, without spending millions on billboards or other advertising.