A controversial Wellington sign is once again attracting criticism.

Fiery debate raged when the Capital first looked to erect a sign on the Miramar cutting, with Wellington Blown Away beating out the initial Wellywood option.

That sign changed recently to 'Vellington', in support of the kiwi vampire movie What We Do in the Shadows.

Now it looks to have changed again to 'WOWington', in celebration of the upcoming World of Wearable Arts.

Wellingtonian and concert promoter Phil Sprey says he'd hoped the sign would add some class to the city, but it's simply become a billboard.

"I never liked the idea of it anyway but now its just becoming a queue of ways of manipulating the name of the city."