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The phrase was set to be used as part of a co-ordinated campaign, reportedly worth £300,000, devised by Marketing Edinburgh, an organisation set up to publicise the charms of the Scottish capital.
It was due to run in time for Christmas, but the campaign has run into opposition before it has even begun.
Jenny Dawe, former Liberal Democrat leader of the city council, was particularly critical, and questioned the need for a slogan at all. “I think these ideas are absolutely appalling,” she said.
“You don’t need silly slogans to market Edinburgh. They don’t sound worth using at all, and they make me shudder.”
Lucy Bird of Marketing Edinburgh defended the campaign, which is due to feature television coverage.
“Our business partners throughout the city are really excited about our current plans,” she told The Drum, an online marketing news website.
“It’s a brave, new look for Edinburgh that’s modern, magical and celebrates everything that’s extraordinary about the city. We look forward to launching our winter marketing in a few weeks’ time.”
The Scotland on Sunday newspaper has reported that other slogans were being considered, including “Welfedinburgh” and “Painthetownedinburgh”.
The campaign is still set to go ahead by the end of this year, although a different slogan will probably be chosen.
The marketing officials in Edinburgh are not the first to come in for criticism recently. Plans for a new promotional campaign describing Suffolk as “the curious county” were condemned by four local MPs earlier this month.