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Dunedin City Council city marketing team leader Jennifer Hooker said the current slogan dated back to 2001 and although it had "aged gracefully" it was time for a revamp.
The council is combining with other major organisations in the city to develop a new strategy that will promote commerce and a higher tourism profile.
[comment caption=What should Dunedin's new slogan be?]Ms Hooker said they were asking for expressions of interest from creative agencies throughout Dunedin and the rest of the country.
"We're fortunate to have some great talent here in Dunedin but, because we want the best for this assignment, we will be spreading the recruiting net wide to attract both local and national agencies. That way we could well end up with some kind of local/national collaboration as the outcome."