Support Skift’s Independent JournalismMake a Contribution Now
Delaware tourism officials have apparently decided that size does not matter.
After years of touting Delaware as a “Small Wonder,” state officials on Monday announced a new tourism brand identity that doesn’t mention size, and instead defines Delaware as a land of “endless discoveries.”
Officials say the idea is to create an image among consumers that surpasses any preconceptions about Delaware, which is smaller than any other state except Rhode Island.
The new brand is the focus of a new advertising campaign aimed at female consumers, who tend to take the lead in planning vacations.
Previously adopted slogans for Delaware, the first state to ratify the Constitution, have included “The First State,” ”The Diamond State,” and a place where “It’s Good to be First.”