$500,000 for a new slogan!

Stuff reports:

Auckland will have spent half a million dollars on a new image and catchphrase by the time its “Global Auckland” branding project is completed next year. …

Auckland has had a number of brands over the years, from “City of Sails”, to “Big Little City’, to the current slogan “Auckland: The Show Never Stops”.

Auckland Council’s tagline is “the world’s most liveable city”.

Spending $500,000 every few years on a new slogan is nuts. Pick one and stick to it. What a waste of money.