### ODT Online on Fri, 17 May 2013
City planning single marketing arm
By Debbie Porteous
Total responsibility for marketing Dunedin to the outside world will not be transferred to Tourism Dunedin, after a series of concerns were raised about a proposal to do so.
Dunedin city councillors have decided the city’s marketing functions should still be brought into a single agency, as proposed in the council’s draft annual plan for 2013-14, but not one run by Tourism Dunedin, after concerns that would not meet the main aim of having a consistent city marketing message.
In the meantime, the status quo would remain while a steering group considered options for setting up the agency, including establishing a council-owned organisation (CCO) or the council delivering all marketing functions in-house.
Investigating a single marketing agency is one of the projects outlined in the city’s economic development strategy.
The proposal outlined in the draft annual plan was to merge city-wide marketing activities into a single marketing agency that would co-ordinate tourism, events, investment, skills and migrant promotion and attraction efforts, as well as be responsible for city branding and operate Dunedin’s i-Site. The aim was more efficient and effective marketing activity.
Report – Council – 15/05/2013 (PDF, 512.2 KB)
Marketing Agency Proposal Consultation
Remember when . . .
Ben Fahy, at Idealog (October 19, 2010 @ 10:25 am): “Previous branding had been done in-house by the council, including the classic slogans ‘It’s all right here’ (often exchanged for the more comical ‘It’s alright here’) and ‘I am Dunedin’. Wisely, a slogan was avoided and Dunedin is the brand (the logo, a trendy, more contemporary gothic script that embraces the town’s Scottish heritage, is inspired by Nom-D’s now famous ‘Dunedin’ t-shirts). At the same time, the campaign is also confronting some of the engrained—and perhaps negative—perceptions of the city head on…”
Similar talking-through-a hole-in-the-neck has been rebounding ever since DCC tried to brand the city without branding the city. Confused?
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