Funny or provocative, epic or suggestive, tourism slogans all have the goal of enticing visitors to flock to the city or country they are promoting. Some reach iconic status, such as the timeless "I heart NYC" motto, and others are memorable for their notoriety (What Happens in Vegas...).
"What makes Vegas good is not just that is funny but that it brings home the brand of the destination that's already there," says Doug Lansky, a travel writer and tourism development adviser thinks that a tourist board should first firmly decide how it wants to market their destination, and then stick to that message in any slogan they create:
"If you have a really strong brand then the logo and the slogan are just kind of like the icing and the candles on the cake," he says.
Take a tour of the 20 weird and wonderful destination-selling slogans from across the world. Illustrated by Sarah-Grace Mankarious, Inez Torre and Benan Barwick, CNN
New Zealand —
New Zealand's old slogan, 100% Pure, was a "big success," according to Lansky.
"It caught on and became iconic," he says, adding that of late, the country has found it difficult to marry the old motif of authenticity with its new image as the place where Lord of the Rings was shot.
"They're trying to balance those two things and they don't really fit," he says.
Michigan —
The New Zealand campaign was so successful that it spawned a similar campaign in Michigan. The Pure Michigan campaign has 198,000 Instagram and 177,000 followers, and the phrase has also been turned into a hashtag.
Greece —
The Mediterranean country is one of the world's best known tourist destinations, boasting rich history, delicious food and golden beaches. Such varied appeal is precisely why Lansky feels the country's slogan -- "You in Greece" -- is underwhelming. Samantha North, a destination branding expert and travel consultant, agrees:
"It doesn't really mean much to me. I think Greece deserves a lot more than this," she says North. "It has a lot to offer and this slogan doesn't do it justice."
Edinburgh —
Scotland's capital didn't earn rave reviews with the somewhat bulky wording of its slogan -- Incrediburgh -- but North thinks that their play of words hit the right note: "I thought it was witty," she says, "I heard there was criticism, but there is always criticism. It's quite hard to get it right and encapsulate a place in a few words."
California —
In a country as diverse as the United States, each state needs its own slogan to encapsulate the region's unique identity. Samantha North says California's slogan, "find yourself here," fits perfectly with the state's wanderlust image.
Dumfries and Galloway —
Going against type can sometimes pay off, but this slogan by the Scottish region of Dumfries and Galloway seams somewhat off-mark to North.
"I thought it was odd because I don't associate Scotland with being that exotic," she says, "it didn't' add up."
Ethiopia —
The basis of this phrase is Ethiopia's calendar, which centers around 12 30-day months and an additional five or six days which make up the 13th month. It also successfully plays on the fact that the country has a reputation as being a year-round sunny place.
The south-Asian nation is not immediately associated with a vibrant tourist industry, which is why Samantha North thinks that choosing a simple slogan was a winning strategy: "It's not yet a popular tourist destination and being witty and smart is step too far," she says.
Slovakia —
For countries that want to avoid the pitfalls of a generic slogan, Doug Lansky suggests that Slovakia's "Little big country" line might be a good example as it contains a note of humor. Even then, though, it's best to tread carefully: "The question you should ask is, does that make me want to go. Do I want to go to a little big country? I don't know if I want to," Lansky says.
Serbia —
The Balkan nation's "Life in the rhythm of the heartbeat" line may have sounded great in Serbian, but it didn't make much sense to Samantha North. "I think it could be a language issue," she says. "I don't really know what they're trying to convey with that."
Philippines —
Residents of the Philippines have a reputation for maintaining a sunny outlook, which is what their tourism board decided to bank on with their slogan. "It's cheery and I think often the Philippines are seen as a cheerful place with cheerful people," says North. "That's a good theme to attract to a destination," she adds.
Costa Rica —
The central American country's slogan may have left many people puzzled, but branding expert Doug Lansky says that ultimately the destination's known attractions weigh more than any branding logo: "Slogans are not why people decide to go somewhere, they go because of a big thing -- you want to see Machu Picchu or you want play with a baby kangaroo in Australia," he says, "you're not going because the logo is so flippin' awesome."
Panama —
Creators of Panama's old slogan were doubtless hoping that their words would convey a positive connotation, but not everyone was left with a good impression: "I think it's a little bit creepy," says North. "Some things that will never leave you can be negative things. I don't think it did much to improve Panama's image and Panama is not very well known any way, so you need concrete action rather than a bad slogan," she adds.
New York City —
One of the most famous logos in the world, New York City's simple and instantly recognizable "I heart NY" has been reprinted on countless T-shirts, mugs and posters. "It's a cultural icon and a firm part of New York City's identity," says Samantha North, adding the timing of the marketing campaign helped.
"It was created at a time of great social change for the city, the 1970s, and it grew to become an icon."
Jamaica —
"Get all right" may not mean all that much, but it seems aligned with Jamaica's happy-go-lucky brand says Samantha North. "There is something that reflects that Bob Marley thing that is inherent in those three words," she says, "but then again Jamaicans I know argue it ignores more complex layers of the country, and would like it to be more nuanced."
Stockholm —
The city's marketing slogan ruffled a few feathers after its debut, as it seemed to proclaim Sweden's capital as the premier metropolis of the region. Understandably, Scandinavia's other capitals were less than pleased, but Samantha North thinks that causing a moderate amount of outrage is not necessarily a bad thing: "The thinking was go bold and put your brand message out there and if people don't like it, better that then for them to be indifferent to you," she says.
Slovenia —
Some people may find the country's slogan slightly on the unimaginative side, but North thinks it works well: "I think it's kind of cute. It's nice to have a pun like that. It suggests a certain sense of humor," she says.
South Africa —
For Doug Lansky, South Africa's motto rings as overly generic, but Samantha North thinks it has potential for people to interpret it in any way they want: "Because the country is so diverse it works well as a tourism slogan," she says.
Virginia —
It may seem like the U.S. state of Virginia's slogan is excluding all those not romantically involved, but in Samantha North's view the line actually applies to a wide section of society: "It could be lovers of anything -- mountains, apples, whatever," she says.
