Dunedin city councillors were presented with an activity and tracking report by Enterprise Dunedin at an economic development committee meeting last week.
The report said shooting for the next phase of the "It’s Just Dunedin" campaign was under way, which aimed to respond to industry feedback on the current campaign.
The campaign, costing about $150,000 a year for up to three years, was launched in December last year and juxtaposed the beauty and grandness of the city’s offerings alongside the wry humour the Dunedin brand was known for, the council said at the time.
At the meeting, Cr Brent Weatherall asked what feedback had been to the first phase of the "somewhat controversial" campaign.
Destination Dunedin manager Sian Sutton said there had been lots of conversations with stakeholders about the campaign, most of it centred around "a perceived self-deprecating tone of voice".
"They didn’t like the ‘It’s Just’ so much and there was lots of commentary about that."
Staff were not looking to change the campaign slogan at present, but she wanted to have a conversation about whether or not they did, Ms Sutton said.
Cr Christine Garey said she often heard about people who had moved to Dunedin from elsewhere, and she loved the campaign.
"Not everyone is going to agree, but then, we’re not the ones we’re trying to attract," she said.
Cr Weatherall was among those who did not agree.
"Contrary to Cr Garey’s opinion of the ‘It’s Just Dunedin’ campaign, I think it’s an appalling campaign.
"I’ve always thought that and I’m pleased that the industry experts have now spoken up and the council is now listening to their concerns."
Dunedin needed "a positive spin" and there was no doubt it was one of the best parts of the country, with so much to offer.
"We don’t need negativity for this city, we need positive energy," he said.
Cr Lee Vandervis said he believed the city had a problem with getting people to move here.
Dunedin was "lagging behind all other cities" and had "serious issues" with economic development that needed a new approach to deal with them.
Committee chairman Andrew Whiley said he was "really concerned" by Cr Vandervis’ statement that Dunedin was lagging behind all other cities.
"In future, I would like at the economic development committee you actually use your time to quote us factually, rather than the myth of what you would like to say."
