Recently a new marketing campaign was launched to promote my beautiful city of Dunedin, New Zealand. The campaign slogan “The Dunedin Difference” was set and utilized in the form of a website and passport to activities and vendors.
The “Dunedin Difference” is one of those “lets get away with saying nothing at all statements”. At least if we are going to avoid using a positioning statement then we should make an effort to evoke some sort of emotional reaction. It is nice to think though that Dunedin has matured enough to stop referring to itself as “I am Dunedin.”
If we don’t define a “unique identity” for Dunedin city we will continue to complete our marketing communications with empty questions, process sentences or quick fixes. Until then we all await in eager anticipation the answer to the the Dunedin Difference question. What is the “Dunedin Difference”?