City considers scrapping old motto for ‘Peterborough: Where Roads and Rivers Meet’

What’s in a slogan, you might ask?

A lot, according to city staff and members of council in Peterborough, Ont.

At the Committee of the Whole meeting on July 24, Peterborough city councillors heard a presentation from local marketing and advertising agency Brand Health where the proposed new motto ‘Peterborough – Where Roads and Rivers Meet’ was unveiled.

The new motto is part of a $77,000 rebranding initiative struck up by City Hall as they not only look to replace the old ‘Peterborough – It’s a Natural’ slogan but also to revamp the city’s website and marketing material.

“The idea behind that (new slogan) is it indicates what’s unique about Peterborough and how perfectly situated we are,” said Sandra Clancy, director of corporate services with the city.

“We’re a large urban centre close to other large urban centres but with nature at our doorstep,” she added. “The roads represent growth and opportunity and the rivers stand for our waterways and nature. You can rest and relax and still work and stay busy in the same geographic location and we think that’s what is unique about Peterborough and we want to have a tagline that kind of represents that.”

The motto has yet to be officially adopted by the city; in fact, some councillors aren’t quite sold on the tagline.

“As a city, we spent $30 million on a new airport, so I’m kind of hoping that, with that one mile of runway you’ll give a little marketing,” said Otonabee Ward councillor Dan McWilliams who wanted to make a couple of additions to the slogan. “For a one-mile runway you can go anywhere in the world but I think that’s got to be something you tell the community.”

McWilliams’ suggestion is, “Where roads, rivers, and runways meet….or something like that,” he said in jest as the gallery and some fellow councillors broke into laughter.

The next step is to unveil items like the new logo, along with colour themes and fonts for the city’s website and marketing material, and to gain feedback from the community.

The items will be made public at a council meeting in the fall; the public will have a chance to weigh in at that time, or they can do so now by filling out a survey on the city’s website.