WHO WE ARE: The slogan that never sleeps

Wednesday May 9, 2007 04:08 PM

Who We Are

For the answers to the cultural literacy test, go to The Tribal Mind

A column about Australia by David Dale, published in The Sun-Herald, 6/4/2008
What the bloody hell is going on? On September 13 last year, the NSW Tourism Minister, Matt Brown, announced that the slogan for Sydney would become "City of Celebrations". He said: "With this particular campaign, we're targeting mainly our domestic visitors - people in Queensland, people in Victoria, as well as regional New South Wales. This city has it all."

On April 1 this year, the NSW Tourism Minister, still Matt Brown, announced that the slogan for Sydney would become "Designed to inspire". He said: "We need to get out into the market, we need to let the rest of the country and the rest of our state know that Sydney is a wonderful place to visit and invest."

What next - "Sydney: the city that changes its mind every six months"?

You can understand the thinking, though. NSW wants to get on the slogan-change bandwagon started by the federal government, which announced, soon after taking office, that it would dump "Where the bloody hell are you?" (and its plaintive adaptation for Japan -- "Why don't you come?").

"City of Celebrations" was pretty lame. But the new one is absurd. If there's one thing Sydney is not, it's "designed". It's a town that grew up higgledy piggledy. The randomness of its streets and buildings is part of the fun. The slogan would make much more sense for Canberra, but they seem boringly content with "The nation's capital".

This column was designed to inspire, so today we're going to suggest some better slogans for Sydney.

Sure, they're ripped off from other cities, but nobody will mind. "Live It. Love It." was originally used by Hong Kong, but now it's also the slogan for Leeds in Britain. Here are some candidates which, with marginal adaptation, could sell Sydney to the world:

Lose yourself in Melbourne
Adelaide Alive
Seven Miles from Sydney, a Thousand Miles from Care
Surprising Singapore
Uniquely Manchester
New Orleans: The Big Easy
New York: Capital of the World
Totally LondON (as opposed to "Totally LondOFF").

And a bunch of smaller towns in the US ...
Anchorage: City of Lights
Atlanta: World's Next International City
Bonsall: The Bridge To Paradise
Boston: The Hub of The Universe
Clarkson Valley: Less Government is Good Government
Coconut Creek: Butterfly Capital of the world
Las Vegas: Entertainment Capital of the World
Martinsville: A City Without Limits
Morgan City: Jumbo Shrimp Capital of the World
Nashville: The Music City
Pensacola: Just Do It!
Philadelphia: The City Of Brotherly Love
Sante Fe: The City Different
Whittemore: Cares More, Shares More.

And a bunch of smaller places in Britain ...
Birmingham: The Global City With The Local Heart
Cheshire: Stay. Explore. Relax. Indulge
Edinburgh: Inspiring capital.
Liverpool: The world in one city
Mid-Wales: Because mid-Wales is as unique as you are
Newcastle: World-class culture
Norwich: A fine city
Nottinghamshire: Our Style is Legendary
Peterborough: A city to surprise and delight you
Southport: Day time, night time, great time.
Tweeddale: Adventure, activity, culture, tranquility
Warwick: Experience The Past, Taste The Future
Worcester: An Ancient City with a Modern Outlook.

Ah hell, why don't we just go with "Sydney: The City Without A Slogan".

To learn which is better -- Melbourne or Sydney, go to Who We Are
David Dale is the author of Who We Are -- A snapshot of Australia today (Allen and Unwin). To discuss Australian attitudes, go to http://blogs.sunherald.com.au/whoweare.

COMMENTS

Sydney- "we'll get around to it eventually".

by Cat on April 05, 2008 at 06:58 PM

as an Australian living in the USA, i love seeing the TV adds with our glorious scenery and magnificent beaches and "Where the bloody hell are you?" spoken in an aussie accent - where the bloody hell am i, unfortunately Texas!!! - keep it, it's normal, unpretentious and a uniquely australian line - Australia the worlds best kept secret, let's keep to ourselves.

by sp on April 05, 2008 at 11:36 PM

I think ,after today ..walking around the R.Botanic Gardens..it is just one name for Sydney "The Outdoors City" everybody is relaxing oround.my bulding was empty today ,as example. nice !! :)

by alex on April 05, 2008 at 11:42 PM

The city full of the rudest bastards in the world!!!!!!!

by Troy on April 05, 2008 at 11:53 PM

I live in western Canada and am still an Australian Citizen. On a recent trip Back to Oz to see family, I was at a beach in Sydney and was looking at all the signs that were posted by the local and state Governments. There were 27 different signs advising everyone what you could not do and not one saying welcome to the area. I think Sydney's slogan should be,
"Welcome to the city of heavy handed Government".

by Paul Jones on April 05, 2008 at 11:59 PM

Hi,
Great topic. I'd like to see "Sydney: Here or Nowhere"
Whats your take?

by Raj on April 06, 2008 at 12:00 AM

Sydney - in a Rum Old State

by Malcolm Lambe on April 06, 2008 at 12:41 AM

Sydney, doesnt have to be anything! Its a well known city that has a great reputation all round the world. Its also the main gateway to Australia so if you are going anywhere or coming from anywhere your probably coming to Sydney. So, here goes, this is mine! Sydney, the city that has it all!

by FRANK J on April 06, 2008 at 12:44 AM

Some ideas for slogans for Sydney (some more serious than others):
Where you'd rather be.
(apologies to the Corona ad)
You won't want to leave.
Come, stay... try to leave.
If looks could kill, noone in Sydney would be alive.
Vacuous. But beautiful.
Who needs culture when you have a nice harbour?
City of excellence. (Except for the transport, hospitals and politicians.)

by Justin McMurray on April 06, 2008 at 12:47 AM

EAST TO WEST-SYDNEY IS BEST.
that says it all.......

by William M Danskin on April 06, 2008 at 01:23 AM

Sydney: Capital of the Southern Cross
Sydney: Center of the Southern Hemisphere

DD remarks: You'd want to spell it "center" to emphasise the American influence?

by Syd on April 06, 2008 at 01:55 AM

Sydney - the city of the flying cockroach and hairy huntsman

by Mary on April 06, 2008 at 02:15 AM

I live in a small city in the US and have always thought the slogan was hilarious. Bellingham - The City of Subdued Excitement.
Makes you think of bingo at the Town Hall....

by Louise Salem on April 06, 2008 at 02:55 AM

How about
Sydnay: you cant afford to live here.
Sydney: Smile you are on Camera.
Sydney: Double demerits.

by Tabmow on April 06, 2008 at 06:06 AM

Problem with coming up with a slogan is that the good ones don't denigrate other places. Sydney people are so obsessed about being better that I think the task is unachievable!
The new Rocks campaign we get down here is very good - plays on the random lanes and alleys etc. That could work for the whole city:
Sydney - You Never Know What's Around the Corner
I like that!
BTW David - as I was taking 90 minutes to get along the M5 in my car on Friday evening heading back to Canberra I was glad to be heading back to the boring but deliberately planned Nations Capital ;)

Sydney - Great Place to Hang Around (And You'll be Hanging Around A Lot)

by Superiority Complex on April 06, 2008 at 06:26 AM

how about "the city where empty heads with egos rule"

by divyesh Shah on April 06, 2008 at 06:28 AM

Snobsville

by tony on April 06, 2008 at 06:40 AM

Although many have said it before me, I must confirm: Sydney IS the BEST address in the world.
An australian living in Serbia

by bisa on April 06, 2008 at 06:50 AM

After reading the other suggestions posted, there can only be one:
Sydney: Where only the Harbour is deep!

by GregK on April 06, 2008 at 06:54 AM

Sydney - People come here voluntarily now!
Sydney - BYO
Forget Sydney, Try Port Jackson!
Sydney - So much more than a bridge and opera house
Sydney - Hours ahead of everywhere else!
Friendlier than Paris, Warmer than London, Prettier than New York -- Sydney!
Two heads are better than one -- See Sydney
It might be far, but it's worth the trip - Sydney
Sydney - On Top of the World (Your map's updside down, mate!)

by Richard on April 06, 2008 at 07:13 AM

Sydney: "Take it like a man"

by SO on April 06, 2008 at 07:18 AM

The best place to be!

by Caro on April 06, 2008 at 08:17 AM

"city that looks ok but is really really boring as, nothings open past 6:30 pm on a weekday"

by gary on April 06, 2008 at 08:52 AM

the city with the most wankers

by gary on April 06, 2008 at 08:54 AM

Something associated with Sydney's international image
Linking people
Where west meets east

by stompie on April 06, 2008 at 09:28 AM

Great place to visit but you couldn't afford to live here!

by davo on April 06, 2008 at 09:32 AM

"More foreigners than Aussies - You'll feel right at home"

by Rob on April 06, 2008 at 09:44 AM

Before emigrating to Australia 20 years ago, I had come to know most of the great cities in the western world and at that time, Paris was my favourite. However, Sydney was love at first sight and every time I have been back to the other places, I have had it confirmed. So, just "Sydney! Love it?"

by Alex on April 06, 2008 at 10:13 AM

How about "The Open City"?
(America is so paranoid that they may not understand that, however)

by John Beston on April 06, 2008 at 10:25 AM

Sydney, a dream that always comes true..
Never ceases to amaze you..Sydney
As beautiful as life itself
A whole world at your doorstep..Sydney
and many much more to describe this amazing city of diversity and culture

by khaled Elasmar on April 06, 2008 at 10:33 AM

"Cracker City" Every second night there are fireworks going off somewhere.

by John Nicol on April 06, 2008 at 10:35 AM

Sydney - great body , no soul .

Sydney - body of a Porsche , depth of a puddle

by zaid khan on April 06, 2008 at 10:44 AM

Sydney: city of donations

by seaforth monkwater on April 06, 2008 at 11:27 AM

The city that invention never touched

by Tom on April 06, 2008 at 11:35 AM

As an Aussie living in (of all places, Salt Lake City, Utah), my truly best description of my beloved (& I don't care where I am living, I will always call Sydney) home is "SYDNEY, SIMPLY THE BEST"

by Betty Yerkovich on April 06, 2008 at 11:41 AM

sydney - it's got beaches and cars

by Angus Bathgate on April 06, 2008 at 12:06 PM

Sydney - it aint Kansa

by Graeme Warring on April 06, 2008 at 01:13 PM

I used to think Sydney was the best place on earth but no longer...

Sydney - A great lifestyle, for a price.

by Andrew on April 06, 2008 at 01:16 PM

Sydney: A city in decline

by Chris on April 06, 2008 at 01:17 PM

Sydney: Bring on the Excitement!

by Mary McKinney on April 06, 2008 at 01:24 PM

Sydney, The Sun rises here.

by Mary McKinney on April 06, 2008 at 01:29 PM

Sydney: On the verge of perfect.

by Rodoshi on April 06, 2008 at 01:55 PM

Sydney - need we say any more.

by Rod on April 06, 2008 at 02:08 PM

Sydney, God lives here

by albert judah on April 06, 2008 at 02:17 PM

Since living here in the UK for 10 years, the thing I miss most about my home city Sydney is the friendliness and the tollerant nature of those that live in our beautiful city.
My slogan would be Sydney- a place where there is something for all walks of life.
My father saids, ' if you've had a bad day at work and all around may be crumbling, you can still rely on the great weather and enjoy the lovely wildlife we have on our doorstep'.
Sydney - the place I call home!

by jen on April 06, 2008 at 02:21 PM

As a born and bred Sydney-sider:

"Sydney, over-rated and over-crowded"

or in light of most international flights landing here:

"Sydney, gateway to more interesting places."

Perhaps a little more topical:

"Sydney: donate to Labor and get development permission"

by Morris Iemma on April 06, 2008 at 02:24 PM

A slogan for Sydney

"Resting on its Laurels"

"Run By a Government Corrupt to the Core"

by Robert Wentworth on April 06, 2008 at 02:54 PM

Sydney - "the city where dreams come true".

by Attila on April 06, 2008 at 03:19 PM

Sydney: Yawn at the Opera House, then go to Melbourne for a real coffee and nightlife.

by gavs on April 06, 2008 at 03:25 PM

Sydney: more gays than you can poke YOUR stick at!
Not that there is anything wrong with that.
What? sell it to San Francisco!

Sydney: Goto Darling harbour and see more tourists like you! but for Gawds sake don't get sick as our Hospitals are run my morons. Try buy a house, rent a place, park your bloody hire car, get a beer under 5 bucks.
Hey, but do goto to the beach! See it first on Youtube!

by gavs on April 06, 2008 at 03:31 PM

Sydney IS a slogan. A slogan is what, after all? The ad hockery and power and whimsicality of language keeps going while a trite fragment of it, meant to make people think that a dream's better than reality, gets a lot of attention and chatter. Sydney's a vibrant, confused, beautiful, unequal and vaguely dysfunctional - that is, living - city that extends a long way west of Parramatta, north of Crows Nest and south of Bankstown; the harbour and a few vanity project buildings get a massive international profile. Sydney isn't meretricious, but it's trying, and a slogan would only help it on the way. If you want something memorable that doesn't pretend we're ocker, ask Paul Keating. "Tapped on the shoulder by a rainbow" (talking about the Opera House) was not only effective but sounded spontaneous, while "Designed to inspire" sounds like the work of a focus group.

by Nicholas on April 06, 2008 at 03:39 PM

how about:
Sydney - it will be great once iemma leaves!

by ksb on April 06, 2008 at 03:55 PM

Sydney - it will be great once all the whingers leave!

by peter on April 06, 2008 at 03:57 PM

Sydney's slogan should be:

"Sydney, as rough as guts"

by Pious Cant on April 06, 2008 at 04:07 PM

"Sydney: you're standing in it"

by Pious Cant on April 06, 2008 at 04:09 PM

Unfortunately, despite how much you all try, Sydney can't match some of the great cities of the world. It's a nice place, but unfortunately only that. The sooner Sydney recognizes its place in the world, the better for all concerned. As much as it tries to and claims to be a world center, it's still the last and most occasional stop. Period.

by Marcus Dalton on April 06, 2008 at 04:25 PM

This is the most obvious slogan and its clear to all what the truth is:

Sydney: Striving for mediocrity in a world of excellence

by davie on April 06, 2008 at 05:13 PM

as a filthy yank who's been incarcerated in NSW for 3 years I'd suggest "Sydney, why do we exist anyway?" My house has only been groken into 4 times so far this year. good on ya'mate!

by mney on April 06, 2008 at 05:18 PM

Sydney - Tell someone who cares

by J MacPugh on April 06, 2008 at 05:21 PM

Sydney - Well and truely stimulating.

hahaha

by Sam Munted on April 06, 2008 at 06:05 PM

Nice place shit people!

by Boa on April 06, 2008 at 07:10 PM

SIMPLY SYDNEY !
Nothing else ever needs to be said about our town.

by steven guy on April 06, 2008 at 07:17 PM

Sydney - Its Yendys spelled backwards

by JT on April 06, 2008 at 08:00 PM

Most expensive metropolis in the english speaking world

by damian on April 06, 2008 at 08:13 PM

Transport yourself to Sydney - and around it while we wait decades for stuff to be built!

by Scott on April 06, 2008 at 08:47 PM

i like raj's slogan on sydney
Sydney: here or nowhere

by liv on April 06, 2008 at 09:17 PM

Sydney- Australia's City
Sydney- A Gift To The World
Sydney- A Gem On This Rock
Sydney- Cosmopolitan Class

by Hamish on April 06, 2008 at 09:22 PM

Sydney - We really like it when people talk about us

by steve on April 06, 2008 at 09:25 PM

Slutty Sydney -I'd go anywhere that promised that

by BK on April 06, 2008 at 09:28 PM

Sydney. The Drunk and Stupid City. Now with extra cars!

by Alex on April 06, 2008 at 09:38 PM

Sydney - where culture goes to die

by Lachlan on April 06, 2008 at 09:54 PM

Seriously it has to be the first thing to mind that evokes all the good things without relying on unnecessary fluff; "Harbour City."

by Jack Fresh on April 06, 2008 at 10:46 PM

We love ourselves more than anyone else!
Oh yeah we have a nice harbour and a couple of beaches

by Tommo on April 06, 2008 at 11:09 PM

I just dont understand the need to "sell Sydney to the world". As an expat Aussie living in the US, I think Sydney is one of the world's most fantastic cities and doesnt need a slogan to sell itself.

by Priya on April 06, 2008 at 11:10 PM

How about: Sydney - BYO (bring your own roads, bring your own schools, bring your own public transport, bring your own hospitals, bring your own water, bring your own electricity...)

Quite frankly, until we get rid of the bozos in state govt who have been running this city (and state) into the ground for way too long now, Sydney is pretty well finished. If you want an argument in favour of NON-compulsory voting, look no further! idiots, all of them.

by peter on April 07, 2008 at 07:15 AM

Big Smoke

by Cranky Pants on April 07, 2008 at 09:23 AM

Sydney: Inadequacy at its best.
Sydney: It's not ordinary, but we're trying.
Sydney: Home of Bling FC
Sydney: You know you want to.

Sydney: FOR SALE.

by Lostie on April 07, 2008 at 12:47 PM

Sydney took off where San Francisco left off

by John Beston on April 07, 2008 at 04:17 PM

Whatever happened to "There's no place in the World like Sydney" - this encapsulates everything about the place, like it or not. And guess what - it is actually the slogan used by Tourism NSW!!!

by Jan Ross on April 08, 2008 at 01:26 PM

Sydney - City of Celebrations; except for when there are road closures involved then, its nimby!
Sydney - pokie palace capital of the world or city of pokie lights
Sydney - It's great! Just don't venture beyond the city-west link.
Sydney - imagine the geography of Frisco, population like LA, a NY Manhattan-centric like economy combined with London East End streetscape; that's Sydney!

by canoli on April 09, 2008 at 11:02 AM

Just thought of the most obvious

Sydney: No Right Turn

by canoli on April 09, 2008 at 11:12 AM

Mr Rudd, At the moment I am ashamed to be Australia. Landlords are being just so greedy.
You have been overseas for 17 days at the cost of 100,000 of thousands of dollars to the tax payer.You are going to come home to a roof over your head.You are so lucky.Do you know how many sheds could have been built on the money you spend,Mr Rudd?
IN YOUR OWN COUNTRY,The Aged, older folk, the middle classes, and under payed Australian familys are suffering.We are not a third world country, but we are beginning to know how they feel, when they have no home. We, your people, need help now, Mr Rudd,not in ten ,five ,not next year, not after the budget, NOW!.
We voted you in because, We thought you were one of us ,solid and caring about people, not your pocket..Please don�t make us regret us voted from you.
PLEASE,PLEASE,PLEASE,WE NEED HELP WITH HOUSING.TODAY !

by Annie on April 10, 2008 at 02:06 PM

The Sun-Herald

Who We Are

WHO WE ARE: The slogan that never sleeps

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