American cities and states are desperate to "brand" themselves. That's the current buzzword from the consultants. Find the right slogan and market yourself under it. New Jersey keeps trying and failing.
The state has jettisoned "Come See For Yourself," its second attempt
at a tagline in less than a year. It was the product of a statewide
contest set up by then-acting Gov. Richard J. Codey last fall, after he
rejected a consultant's offering: "We'll Win You Over."
State
tourism officials said legal issues led them to scrap the latest
slogan, explaining that West Virginia and other states previously used
"Come See For Yourself."
"We are proceeding without the slogan.
We will revisit the next steps at the end of the year," Karen Wolfe, a
spokeswoman for the state Commerce, Economic Growth and Tourism
Commission, told The Press of Atlantic City for Saturday editions.
Codey,
now state Senate president, dismissed "We'll Win You Over" because he
said it reminded him too much of when he was single and asked girls out
on a date.
"Come See For Yourself" was the top choice among more
than 11,000 telephone and online votes cast by residents for five
finalist entries in the contest. Codey unveiled the slogan with great
fanfare in January, saying the Garden State's catch phrase "should hint
at our true beauty."
But at an annual tourism conference in Cape
May County last month, the slogan was absent from all state promotional
materials. The slogan is also missing from this year's tourism
television commercials, featuring a song by rocker Jon Bon Jovi.
Tourism
officials said they won't pick from any of the four other finalists:
"Love at First Sight," "The Real Deal," "The Best Kept Secret" or
"Expect the Unexpected."
Maybe honesty would be the best policy here. New Jersey -- We're Clueless.