DCC Media Release – ‘Brand Dunedin’

Dunedin City Council
Media Release

No Slogan for Dunedin – ‘Dunedin’ is the Brand

Last reviewed: 05 Jul 2010 3:17pm

Brand Dunedin partners have announced the appointment of two creative agencies that will work together to help promote the city. The agencies are Dunedin-based company BrandAid+ and Auckland-based company Projector Media Ltd.

The brand partners – Allied Press, Dunedin City Council, Dunedin Venues, Otago Chamber of Commerce, Otago Polytechnic, Otago Southland Employers’ Association, Tourism Dunedin and the University of Otago – further announced that they will break with tradition and not have a slogan because ‘Dunedin’ is the brand.

They believe that to be truly successful, ‘Brand Dunedin’ has to be owned by the people of Dunedin and inspire pride in Dunedin.

In January 2010, the Dunedin City Council sought expressions from creative agencies to which twenty-five companies from throughout the country responded. Through a rigorous evaluation process the brand partners shortlisted these twenty-five to five agencies and then to two agencies. The partners unanimously agreed that together these two agencies presented an innovative, dynamic, highly competent and collaborative team.

Luke Johnston is the owner and principal of BrandAid+ which is a design and brand development company based in Dunedin. Luke is born, bred, works and lives in Dunedin with his family. He is well-known for his creative work with the Otago Festival of the Arts, id Dunedin Fashion Week, University of Otago, Taylormade Media, Pacific Aerospace and other clients throughout NZ and abroad.

Born and bred in Dunedin, John Coghill is the managing director of Projector Media Ltd. He went to Otago Boys’ High School and the University of Otago and moved overseas before returning to New Zealand in 2007. He brings with him expertise in branding and digital and social media marketing with his company best known for their work with Air New Zealand’s ‘grabaseat’.

They both agree that branding Dunedin is not about creating another slogan which is why Dunedin will break with tradition of rolling out a branding campaign with a new logo or slogan.

Today’s announcement represents a two-year process in which the partners have worked together with the aim of developing a genuine city-wide collaborative approach to all future Dunedin city marketing. This will be sealed with the signing today of a five-year Memorandum of Understanding by brand partners.

Brand Dunedin provides a framework that can be used by the tertiary, business, tourism, community, local government and media sectors. It has one clear objective, to promote Dunedin’s values and beliefs in order to attract and retain the kind of people who will make a positive contribution to the economic, social and cultural well-being of the city.

Dunedin City Council Chief Executive, Jim Harland explained, “Starting in July, residents will have their say in how the city is portrayed and how it promotes their values and beliefs and this will become the content of all future marketing campaigns. From September, a national campaign will target visitor and tertiary sectors and those people who already have a connection to Dunedin – our ex-locals and alumni.

“By engaging directly with the people of Dunedin we hope to uncover the real Dunedin and show the genuine pride and love that we have for our city. In turn, this will create a profile that will enable Dunedin to present itself in a compelling and cohesive way and attract like-minded people to consider the city as an attractive place in which to live, work, do business, study and to visit.”

Contact DCC on 477 4000.

DCC Link

● We learned this several weeks ago from DScene, see earlier posts.

Posted by Elizabeth Kerr


Filed under Economics, Geography, Politics, Project management

13 responses to “DCC Media Release – ‘Brand Dunedin’

  1. Hey, a city comes to its senses! Good news. This process sounds a bit heavy though.

  2. Stu

    Good to see the DCC continuing to support local companies – if you look closely, there are several ongoing projects that would formerly have gone to large out-of-town outfits that have been awarded after tender to local companies.

    • Elizabeth

      ### ODT Online Fri, 9 Jul 2010
      Cull’s claim slammed as election stunt
      By David Loughrey
      Claims by a mayoral candidate the Dunedin branding campaign is a cynical “feel-good” ploy have been slammed as an election stunt. Cr Dave Cull this week criticised a branding campaign some two years into its gestation, claiming it was “an enormous expense” and that councillors had had no input into its development.
      Read more

      • Received.
        Fri, May 31, 2013 at 2:56 PM

        DCC Logo 31.5.13 (1)

        The council today announced that it is changing its symbol to a CONDOM, because it more accurately reflects the government’s political stance… A condom allows for inflation, halts production, destroys the next generation, protects a bunch of dicks, and gives you a sense of security while you’re actually being screwed! Damn, it just doesn’t get more accurate than that!

  3. Phil

    Handbags at 10 paces.

  4. Peter

    Hey, Phil, that’s a bit too cryptic for me. Can you elaborate?

    • Elizabeth

      Not the first time councillors have declared ‘I know nothing’. Remember the little surprise over the billion dollar projection for maintaining existing water services for the next fifty years. (could any councillor miss all formal mentions during council business or by media previously, and the fact that staff had been appointed to investigate the options? -answer, yes)


      Non awareness of the cost of the marketing and communications strategy (incorporating the NO BRAND project) is such a perfect opportunity to mow down your opposing mayoral candidates – like, pretend the mayor himself is good with numbers, suddenly.

  5. Calvin Oaten

    Poor Jim. Dave Cull is rubbishing his heartfelt efforts to mount a sentimental exercise in solipsism.

    He pours on the sentimental syrup by invoking the fact that the two principal promotors of “Brand Dunedin”, are Dunedin bred Luke Johnson, based here, and John Coghill, Dunedin born but Auckland based, as developers. But where, we might well ask, does Jim Harland hail from? Most certainly not Dunedin, and come March 2012 hopefully gone.

    The PR efforts are certainly coming thick and fast now in a hope to maintain the status quo in the next election. Starting in July, “the residents will have their say in how the city is portrayed and how it promotes their values and beliefs and this will become content of all future marketing campaigns.”

    Excuse me while I deal with the wave of nausea which is sweeping over me.

    The values and beliefs of the residents have never mattered a damn before, in fact, the exact opposite. So why would anyone believe them now?

    • Elizabeth

      Er Calvin, weren’t we sold the new stadium as the architectural fulfilment (to be) of our Dunedin values and beliefs, y’know, our tour de force “fair-minded and progressive-thinking”. What Syd says.

  6. Russell Garbutt

    Isn’t it interesting how the national media is focussing on the inability of Auckland to deal with some sort of “party” for the accursed RWC, whereas a much larger issue (measured per head of ratepayer funding) is happening in Dunedin?

    We really do need some investigative journalism in Dunedin to expose some of the actions of the current Councillors and their obsession with professional rugby. I’m not holding my breath.

  7. Peter

    This just shows how low political debate can go in this country. They are arguing about what might be the best dress to wear at the ‘party’ – at the Queens Wharf, the Viaduct Basin or wherever. Who cares? They can celebrate in the K Rd whorehouses for all I care.

  8. Calvin Oaten

    Er Elizabeth, I don’t know about any ‘tour de force’ but you have to admit it makes great theatre. Shame about the casting.

  9. Elizabeth

    ### ODT Online Mon, 12 Jul 2010
    Editorial: Branding Dunedin
    The Dunedin City Council-led branding strategy for the city unveiled last week could almost be labelled an anti-branding plan. It involves neither slogan nor logo and as such is either a touch of genius or a receptacle for hot air.
    Read more

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