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supplied Asbhurton mayor Neil Brown said the phrase Whatever it Takes had been under utilised. “No-one that I’m aware of uses it that much,” he said. “There’s been a bit of banter around here, saying Ashburton ‘the heart of the Mainland’.” Although an updated slogan had “not really crossed his mind”, Brown did not rule out a new phrase in collaboration with the regional tourism space. “It may be a combined effort to see if we do have a catchy wee slogan to be used in the future which would replace the ‘Whatever it Takes’.” When asked about Jo Metcalf’s phrase ‘Sea to Ski’, Brown said it was “catchy”.