Positively Plymouth, £53,250 brand, ditched after two years
Plymouth has ditched its £53,250 slogan Positively Plymouth two years after it was created by a marketing company.
The Positively Plymouth brand was launched in May 2010 after a project funded by Plymouth City Council and the Plymouth City Development Company.
At the time the CDC said Positively Plymouth had a "long term future".
The CDC folded that year but handed over responsibility to Destination Plymouth who continued to use the brand to market the city.
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The Positively Plymouth website was launched in March 2011 to promote events and attract investment.
The site is no longer live.
Plymouth City Council told the BBC: "Brands need to evolve over time to remain fresh and current and much has happened over the last three years to provide Plymouth with a more powerful external narrative.
"Core messages and themes identified in the Positively Plymouth strategy will be retained and amplified in an updated approach."