Branding something as varied and complex as an entire state is no easy feat — and it’s tougher still to condense that brand into a pithy catchphrase. So it may be no big surprise that the unveiling this week of Connecticut’s new tourism slogan — “Still Revolutionary” — was met with fairly limited enthusiasm among state residents.
Some thought it sounded better without the word “still.” Some thought it focused too heavily on one slice of the state’s history (and not one the state is particularly defined by, compared to, say, Massachusetts). And some thought it simply lacked truth-in-advertising – that Connecticut remains the yawn-inducing Land of Steady Habits.
State slogans also suffer from inevitable comparison to those Hall of Fame tag lines used to market Virginia and New York — you know which ones I mean. Coast to coast, every new slogan gets measured against those two, and inevitably comes up short.
“Still Revolutionary,” therefore, might seem more praiseworthy compared to vast pool of lesser-known tourism slogans across the land. To test that, below is a list of tourism slogans for all 50 states, though the list comes with several caveats. Most were culled from official state tourism websites. But a couple are state nicknames or economic-development slogans where the state does not have an officially designated tourism tag. A few are the slogans most recently used by states, but which have since been abandoned. Wisconsin’s “Live Like You Mean It” lasted less than a year, and the much-derided “Say WA” was mercifully deep-sixed in Washington State. In addition, some states have multiple slogans, while only one is listed here. And one — Iowa spelled with parentheses instead of the letter “o” – is merely the logo of the state’s tourism board, which does not appear to have an official slogan.
As for “Great Potatoes. Tasty Destinations”: that really was Idaho’s tourism come-on a few years back. It has been since been replaced by “Adventures in Living.” So it is now safe to visit again.
Got a favorite? Or one you despise? (Or a proposed correction to the list?) Add a comment with your thoughts.[table “14” not found /]