The Auckland City Council have unveiled their new slogan for the city – The Place Desired by Many.
The Council spent more than $500,000 on the brand and it was worked on by 115 council staff over two years.
The new slogan has not gone down well, with many people on Facebook and Twitter commenting negatively.
It is the latest in a long list of brands and images for Auckland including the City of Sails, The Big Little City, and The Show that Never Stops.
The new brand is the work of the council’s promotion arm, Ateed. Its full title is Tamaki Makaurau, Auckland, The Place Desired by Many. Folklore has it that the people of Ngati Whatua o Orakei know Tamaki Makaurau as “Tamaki the place desired by many”.