Hamilton - city of slogans

By ELIZABETH BINNING

If Hamilton decides to adopt a new city slogan during its rebranding campaign, there will be no shortage of suggestions from the rest of the country.

Ideas for the slogan have been the talk of the town since Hamilton's marketing folk decided to spend $130,000 on a rebranding campaign to improve the city's image.

Part of the campaign includes assessing the effectiveness of the city's present slogan - "More than you expect" - and whether it should be replaced.

Since the rebranding announcement, the Herald has been flooded with suggestions to help marketers in their quest for a new image.

While many were positive and focused on promoting the city's assets, such as the Waikato River or its agricultural background, the majority of the suggestions have only reinforced concerns that Hamilton really does need to rebrand itself.

Negative slogans about the city's "green river", farming legacy and foggy mornings were all commented on, along with inter-city comments from Aucklanders.

Dr Claudia Bell, a senior lecturer in sociology at Auckland University, said people's negative perceptions of Hamilton probably stemmed from the city's location, foggy weather and and historic "cowtown" image.

As a result, Hamilton tended to get teased by the rest of the country - especially Aucklanders, who are surrounded by beaches and a totally different lifestyle.

"There's this whole 'City of Sails' imagery which suggests success and money. Hamilton isn't able to compete with that."

Nathan Cables, a Hamiltonian now living in Auckland, said Hamilton was a great place and he left only because Auckland had better job opportunities and pay.

Mr Cables said Hamilton didn't deserve all the jokes, which were often made by people who did not know how the city had improved over the years or what it had to offer.

"A lot of people slag off the place, even though they haven't been there," he said.

"People need to visit the place and have a look."

Ewan Wilson, chairman of the council's economic development committee, said most of the rebranding budget would be spent on advertising. The current, and probably departing, slogan might not even be replaced.

In the meantime, suggestions continue to flow in, some even from overseas, where former Hamiltonians are quick to stand up for their home town.

Comments from our readers:

Humungus Hamilton - The place to be. "I suggest they use this slogan, or one from another reader and then use the $50,000 ... for something worthwhile. How about a huge free party at Rugby Park for all families on Sunday, 1st September to welcome in spring? That is when the roses bloom in Te Awamutu, Rose City, but Humungus Hamilton is the place to be."

- Aucklander Murray Hunter, who spent two years living in Hamilton

* * *

The city should take advantage of the annual Balloon Festival with Hamilton - Flying High or revert to the old slogan Fountain City. "Keep the label, and build more fountains, including a couple of really cool Neapolitan-style fountains on the new roundabouts that are under construction by the gardens, on State Highway 1."

- Janice Reid, Hamilton resident

* * *

Hamilton should forget about a slogan, and instead focus on its great river, bridges and rural setting. "Hamilton has a classy ring to it, so why not thrash the name in an ad campaign and leave the slogans to those who think confusion is best? Use the river."

- Mary Maynard

* * *

Hamilton is a beautiful place, with parks, a lake, green countryside and no traffic problems.

"I think Hamilton - Heart of the Mighty Waikato says it all. Mighty is already associated with the river and heart is evocative of brave things, so together they are a powerful statement."

- Dr John Strachan, a Hamilton resident

* * *

"As someone, far away from home, I can offer an idea which captures the deep feelings I have of home: Hamilton, beautiful Hamilton or Hamilton, warm heart of New Zealand."

- Keri de Carlo, a former Hamiltonian now living in Sydney

* * *

The slogan should certainly incorporate the word Waikato.

"To me, it feels right to say that the city of Hamilton is a gift of the Waikato. The greatest gift we can receive from a river is probably best symbolised by a fresh water pearl. So I would humbly suggest: Pearl of the Waikato. The slogan 'The World is our Oyster' could be used separately."

- Katikati resident Robert van der Touw

* * *

One reader, who identified herself only as Joan, got straight to the point when it came to finding Hamilton a new slogan.

It is possible she had a bad experience in the country's fourth-largest city, judging by her suggestions: "How about Hamilton the Ugly, Hamilton, the city of garish motels, or Hamilton the tasteless?

* * *

No new slogan, but a new city image.

Perhaps Hamilton should "get a space-age theme going and replace the [farming] statue with a rocket-ship". Maybe the slogan could be Hamiltron - the City of the Future.

- Huntly resident Judy Best

* * *

Hamilton should take advantage of its rural, farming background. This correspondent suggested Hamilton - the Heart of the Heartland, as "alliterative and works on several levels".

- Neville Martin, former Dairy Board public relations officer

* * *

Hamilton is A Humdinger of a City. "Business is humming, the bees are humming, the people - well, they are too busy to hum, but might if they think about it. Better still maybe the old but forgotten Hamilton, the Hub of the Waikato. Says it all, really."

- Ross Mayall, Hamilton resident

Other slogan ideas that have flowed in during the past few days include:

Horrible Hamilton.

Hardly ever Hamilton.

Hamilton - The Udder City.

Hamilton - Hayseed Haven.

Hamilton - Dead centre of the Waikato.

If PlayStation 2 can make it worldwide with "Third Place" then Hamilton can make it - "Udder Place".

Hamilton - Slogan-changing capital of NZ.

Hamilton - Slogan-free zone.

Hamilton - This is the best we can do.

Warning - Hamilton ahead.

Hamilton - Only two hours' drive from somewhere exciting.

Hamilton - South of the Bombays, north of Antarctica: take your pick.

Hamilton - Like yesterday's pizza, flat and boring.

The Waikato, why indeed.

Hamilton - Renown for two great things: the north-bound lanes.

Hamilton - Proof that there is life after death.

Hamilton - Not as bad as you thought ...

Hamilton - We call it Animalton.

Hamilton - All class (go with university imagery).

Hamilton - You know You Like it.

Hamilton - The new Manukau.

Hamilton - Kinda like a big Huntly.

Hamilton - It's a long shot.

Hamilton - Not far from Auckland.

Hamilton - Like a punch in the face.

Hamilton - Easy to miss, hard to forget.

Hamilton - It's a lifestyle.

Hamilton - Why?

Hamilton - Home of rock'n'roll.

Hamilton - More TABs and pokies than Oamaru.

Hamilton - Soon to be another motorway exit.

Hamilton - Gateway to Raglan.

Hamilton - Where the only road is a bypass.

Hamilton - Auckland's parking lot.


On a more positive note ...

Hamilton - Beautiful Hamilton.

Hamilton - City of milk and honey.

Hamilton - Mooloo's HQ.

Hamilton - The heart of the heartland.

Hamilton - Flying high.

Humungus Hamilton - The place to be.

Humming Hamilton.

Happening Hamilton.

Hamilton - The hub of the Waikato.

Hamilton - New Zealand's Green Heart.

Hamilton - Pulse of the mighty Waikato.

Hamilton - The pearl of the Waikato.

Hamilton - Waikato's progressive city.

Hamilton - Where the grass is greener.

Hamilton - The river of life.

Hamilton - The heart of farming.

Hamilton - Open for business.

Hamilton - Home of biotech.