'I am Dunedin' is to get the chop as Dunedin's slogan and a nationwide search is underway to find a new tagline and promotional strategy.
Dunedin City Council (DCC) city marketing team leader Jennifer Hooker told the Otago Daily Times the slogan, which has been around since 2001, had "aged gracefully" (check out the suspiciously thorough Wikipedia entry for some history on the city's past branding initiatives, which have included 'That's the Spirit of Dunedin' and the much lampooned 'It's all right here'), but it was time for a revamp.
The council is joining forces with other major organisations in the city to develop a new strategy that will increase commerce and enhance Dunedin's tourism profile and is asking for expressions of interest from creative agencies in Dunedin and the rest of the country. The Twittersphere is already abuzz with an array of extremely helpful suggestions.
Whatever slogan/strategy is selected, this delightful wee musical number by Wolfman Stuey and friends really should be used as the new campaign's backing tune.