Victoria State Slogans

Just as brands have tag lines, states have slogans. These slogans try to sum up aspects that make the place special. In Australia, it’s no different. What I found interesting though was how many different slogans I saw on the license plates here.

We are living in the state of Victoria, and there are three different slogans floating around:

Victoria, Garden State (Just like New Jersey!)
Victoria, On the Move
Victoria, The Place to Be

After research online, I discovered that the state slogan has changed over time. For some reason, people still have license plates with the old slogans – which leads me to believe they change the slogan far too often. As a mater of fact, the state will be changing the slogan again by the end of this year!

Some of the new slogans being suggested include:

Victoria, The sporting capital
Victoria, Four seasons in one day
Victoria, The world’s most livable state

Even though I worked in advertising for many years, I feel like states shouldn’t label themselves with a slogan. It’s like trying to give yourself a nick-name – it just doesn’t work! Over time, people will label the city with a slogan that truly embodies its spirit. I guess the fear is that the state might get a bad slogan attached to it… but that’s why state officials should be working to improve the state, not just trying to re-brand it!

That being said, if I had to choose one of the new slogans from above, I’d choose “Victoria, Four seasons in one day.” I like this because it is how people refer to Melbourne (the state capital of Victoria), so it’s specific and it’s fun. It’s a slogan that was created by the people who live here and not a generic slogan made by state officials.

It doesn’t matter what they choose anyway… I’m sure they’ll create another in a couple of years!