IT started with a 40-page report on how to market the city.

But it was its title rather than its recommendations that has become a yardstick to judge major developments since.

The report, In search of the Wow factor, was the result of a year-long investigation by a councillor-led taskforce.

It was commissioned in response to harsh criticisms, such as: "Frankly there isn't much to see or do in Southampton," from the Lonely Planet guide.

Tourism bosses wanted to radically revamp how the city markets itself to the wider world - and inject Southampton with a much-needed "wow factor".

The elusive, unique selling point was to provide the city with an iconic image that would be used to brand Southampton to visitors.

Yet the city is still searching while south coast rival Portsmouth has upped the stakes by building the Spinnaker Tower and a new shopping quarter at Gunwharf Quays.

The answer could have been found in a super-casino at the West Quay Three site - until the plan collapsed in 2005.

The city did win the right to build to a large Las Vegas-style casino earlier this year, preferably at Royal Pier, but it is subject to the Government getting an order through parliament.

Key approved developments include Radisson's new 21-storey hotel off East Park parade and a long awaited performing arts complex and plaza in northern Above Bar opposite the Guildhall.

Other developments in the pipeline such as the impressive 23-storey riverside towers of a huge development on the former VT in Woolston and Ikea's superstore could also offer allure.

Most recently the Southampton Laser Gateway, a project dreamt up by the Southampton Partnership to fire lasers from the civic centre clock tower was effectively axed by the new Tory administration, who said it would not proceed with it following protests from environmentalists and neighbouring authorities.

The partnership has now withdrawn the idea and is thinking up what else to spend the £250,000 it was given by SEEDA, the regional development agency.

Plans to bring back Queen Mary from America turned out to be lacking financial realism while the chance to buy QE2 and dock her in the city when she is decommissioned has been lost to the deep pockets of Dubai business.

Left on the table is a proposal by a private company to fly a passenger-carrying helium balloon in a city centre park.

And the Tories have revived plans for a bronze Spitfire statue at a prominent gateway to mark the iconic Second World War fighter that was designed and largely built in Southampton. Leisure chiefs are now preparing a bid for funding.

Meanwhile the hunt for an ice rink is still on.