Skift Take

“Live Free and…” is more than a tourism slogan to the people of New Hampshire; it’s taught and repeated by locals to describe their way of life, and its authenticity is what makes it a success.

The new tourism campaign New Hampshire rolled out a year ago is working so well, state officials are planning to expand it to other areas, including economic development.

The “Live Free and ….” is a fill-in-the-blank play on the state’s longstanding “Live Free or Die” motto. The state has used variations including “Live Free and Play,” ”Live Free and Explore” in its advertising, and attractions statewide have been putting their own twist on it.

Speaking at a conference Monday, state Travel and Tourism Director Lori Harnois said the campaign has helped boost tourism spending, which increased to $4.4 billion in the last fiscal year. And Jeff Rose, commissioner of the Department of Resources and Economic Development, said he plans to use a similar approach to attract new businesses to the state.

Copyright (2013) Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.


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Tags: economy, marketing, new hampshire

Photo credit: A post revealed by the New Hampshire Travel and Tourism Department at the 2012 Governors Conference on Tourism. Visit New Hampshire / Flickr

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