Pennsylvania's new slogan is underwhelming

Amid much fanfare, the Pennsylvania Tourism Office unveiled a new slogan this week:

"Pennsylvania. Pursue Your Happiness."

Well, I don't know about you, but, frankly, I am underwhelmed.

According to a representative for the tourism office, the slogan echoes the well-known call to "Life, Liberty and the Pursuit of Happiness" that was in the preamble to the Declaration of Independence and adopted in Philadelphia in 1776.

Personally, I liked a couple of our previous slogans much better, especially "You've Got a Friend in Pennsylvania.

Another one I liked better was "America Starts Here," but I am in the minority on this one, because it ticked off a lot of other states. That's probably why I liked it.

Back in 1990 when this motto was unveiled, state residents gave it two thumbs-down. More than three out of four preferred that Pennsylvania be called simply "The Keystone State," as it had been for more than 200 years. One resident asked at the time why the commonwealth must have a slogan in the first place. "It's not a beer," he said.

There also were lighthearted, anonymous suggestions back then, such as: "The Pothole State," "Thanks for Coming - Now Go Home," and "If America Starts Here, Let's Leave for the Promised Land." Another former slogan which didn't catch on was "Memories Last a Lifetime."

Some states have been much more successful in coming up with a catchy, memorable slogan which is on the lips of millions of people. Among them are "I Love New York," "Virginia Is for Lovers" and "New Jersey and You - Perfect Together."

"Tourism is a $40 billion industry in Pennsylvania, providing income, jobs, and tax revenue that benefit the industry and its employees, the communities they serve, and the commonwealth as a whole," said Carrie Fisher Lepore, deputy secretary, Office of Marketing, Tourism and Film for the Pennsylvania Department of Community and Economic Development.

"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."

Well, even though I am not from Missouri, you're going to have to show me, because I have a tough time getting excited about "Pursue Your Happiness."

"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 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," she added, without a hint of a smirk.

The next edition of the state's travel guide will be called Happy Traveler and the e-newsletter will be renamed Happy Thoughts. So, the next time we head to State College for a Penn State football game, we can be Happy Travelers with Happy Thoughts en route to Happy Valley.

Now I want you to know that this slogan was not just picked out of a hat, nor was it the brainchild of one person. "Pursue Your Happiness" is the product of months of industry input and focus group testing of creative concepts that revealed a strong traveler preference for an active and action-oriented tone and a fun, adventurous and even humorous brand personality.

I'm sorry: Do you see me smiling or laughing?

The "Pursue Your Happiness" slogan received strong positive response across all demographics. The logo is a hand-lettered, original trademark designed to present a fresh look for Pennsylvania, one which includes a hint of a smile.

Oh, now I understand. I am not supposed to be smiling. I am at my mirror attempting to show just a "hint" of a smile. Got it. That's better.

If you agree with me that the marketers could have done better, take heart, because there have been some state slogans over the years which also have landed with a thud.

Among them were: Utah ("Greatest Snow on Earth"), Alaska ("Beyond Your Dreams, Within Your Reach"), California ("Eureka!") and Idaho ("Tasty Destinations")

There also were some slogans which had to be shelved because of negative connotations that had begun to be associated them. This was especially true of Alabama's "Heart of Dixie."