Pennsylvania turns to happiness for new state tourism motto

Written by The Associated Press | Mar 8, 2016 12:11 PM

(Courtesy Pennsylvania Tourism Office)

(Harrisburg) -- Pennsylvania is turning to the Declaration of Independence to inspire its new tourism motto. 

The slogan "Pennsylvania. Pursue Your Happiness'' and a logo has been unveiled at a winery in Somerset County. 

The slogan takes the place of "The State of Independence,'' the winner from among 22,000 submissions in a 2004 contest.

"This new declaration establishes an exciting, unified identity for tourism in Pennsylvania, a powerful marketing platform that will inspire travelers to explore the commonwealth while on their personal pursuit of happiness," said Carrie Fisher Lepore, Deputy Secretary, Office of Marketing, Tourism and Film for the Pennsylvania Department of Community and Economic Development (DCED).

"This new slogan encourages travelers to satisfy a core virtue which we all desire and can never have too much of....happiness," added Karen Winner Sed, Co-Chair of the Pennsylvania Tourism Partnership, the public-private body that helped lead consumer research and brand development efforts. "Happiness is a universal aspiration. Whether you are looking to explore the outdoors, a historical attraction, or an urban setting the overarching motivator is happiness." 

Before that, state tourism slogans were "Pennsylvania Memories Last a Lifetime,'' "You've Got a Friend in Pennsylvania,'' and "America Starts Here.'' 

Tourism in Pennsylvania is a $40 billion industry. 

A new video, dubbed "Pennsylvania: Pursue Your Happiness," was produced as part of the marketing effort.

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