By SANDRA CHEREB
CARSON CITY, Nev. (AP) â¿¿ A new brand that will be used to entice visitors to Nevada and promote everything from tourism to economic development, job training and education was unveiled Tuesday by Gov. Brian Sandoval and other state officials.
"Nevada: A world within. A state apart," is Nevada's new slogan that began as a marketing campaign for the Nevada Commission on Tourism but took on an added dimension when Sandoval said he wanted to incorporate it with other government programs and agencies.
"Nevadans share a special DNA," Sandoval said at an afternoon news conference to launch the campaign. "The brand truly captures this Nevada DNA."
Earlier in the day, Lt. Gov. Brian Krolicki, chairman of the tourism commission, said the brand will be used to "market the state to a variety of audiences including business development, education and tourism."
"Nevada is a world of contrasts â¿¿ mountains and deserts, cities and small towns, mining and aerospace â¿¿ and this brand celebrates these contrasts," he told The Associated Press.
"This is Nevada telling the world who we are and what we're proud of."
The campaign conceived by Y&R advertising agency comes as Nevada prepares to celebrate its 150th year of statehood in 2014. It was developed as part of the tourism agency's two-year, $3 million contract with Burson-Marsteller, a public relations firm.
"From the glittering lights of the Las Vegas Strip, to Lake Tahoe, to the brilliance of Valley of Fire State Park and Cowboy Poetry in Elko, the brand we introduce today embraces each of Nevada's treasures," the governor said in prepared remarks.
The television ad campaign kicks off April 15 in Nevada's core tourism markets â¿¿ Los Angeles, San Francisco and Phoenix.
It features a contemporary, rockin' version of an old western classic, "Don't Fence Me In," sung by The Killers. Formed in Las Vegas in 2001, the rock band's newest album is entitled "Battle Born" â¿¿ Nevada's nickname.