So the two finalists for Milton's new tagline are “Walkable. Livable. Unforgettable.” or "Charming. Welcoming. Thriving.”
Really?
After spending $5,000 and hiring a local PR firm, this is the best the town can come up to describe what makes Milton special?
Three generic upbeat adjectives?
That's not a tagline. That’s a Realtor talking.
You can do better, Milton.
Our southern Delaware towns have such great mottos.
Lewes: The First Town in The First State.
Rehoboth Beach: The Nation's Summer Capital.
Dewey Beach: A Way of Life.
Bethany Beach, Fenwick Island and beyond: The Quiet Resorts.
Heck, Delmar: The Little Town Too Big for One State.
Those slogans are distinctive, memorable and inviting.
Maybe Milton Town Council will choose a compromise next month and go with “Welcoming. Walkable. Charming.”
It is all so forgettable.
The Milton Economic Development Committee’s original RFP stated, "Our goal is to create a tagline and visual mark that celebrates the town’s personality, history and natural beauty as a tool for engaging and attracting new residents, businesses and tourists.”
As the Cape Gazette editorialized on the subject back in January 2023 in an editorial titled “Residents know their town the best,” the best slogan highlights a town’s uniqueness.
What this process has yielded is a choice between two sets of three adjectives that are neither distinctive, memorable nor engaging.
Are not Lewes, Rehoboth, Dewey Beach, etc., all walkable, thriving, welcoming, charming?
Where’s the hook?
How about something like “Gateway to the Good Life.” Isn’t Milton the portal to everything that’s appealing about southern Delaware?
That one’s yours gratis, Milton. I won’t be asking for T-shirt royalties.
Surely a resident who loves your town can top that.
Milton deserves better. What a missed opportunity.
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