Story: City boosters and promoters

Auckland – the big little city

Heart of the City, a promotional group made up of merchants from Auckland’s central business district, launched a campaign around the slogan ‘the big little city’ in 2008 to encourage people to shop in the central city instead of suburban malls. Coming up with good slogans about places is a difficult task and they rarely meet with universal approval, as this news clip shows.

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How to cite this page:

Kerryn Pollock, 'City boosters and promoters - City identities and branding', Te Ara - the Encyclopedia of New Zealand, http://www.TeAra.govt.nz/en/video/21720/auckland-the-big-little-city (accessed 23 October 2019)

Story by Kerryn Pollock, published 11 Mar 2010