Destination Queenstown has no plans to change its promotional slogan "Pure inspiration", saying the two and a-half-year-old brand is still being grown domestically and internationally.
The regional tourism organisation was asked this week if it had plans to change its slogan, following the Dunedin City Council's nationwide search for a replacement of the nine-year-old "I am Dunedin" this month.
Marketing general manager Graham Budd said DQ was very happy with "Pure inspiration", which came out of a consulted process when it reviewed its positioning.
The tourism group wanted a proposition visitors from any market could relate to, he said.
"We wanted it to be reasonably open-ended and not pigeon-holing what Queenstown offers.
"Pure inspiration really allows every individual to put themselves into that picture. We avoided using things that defined us as one thing or another."
Mr Budd said feedback was good when the slogan was first launched.
It appears on all marketing and advertising, mostly distributed outside of the resort and overseas, such as to Australian trade customers.
"If anything, we're still growing it. It takes time for all of your markets to see and understand it."
