From the Las Vegas Sun:

"Virginia “is for lovers.”

Kentucky has “unbridled spirit.”

And now, Nevada is “A World Within. A State Apart.”

State tourism leaders today unveiled the state's new slogan, which has been almost two years in the making. Officials also debuted the first television commercial to use the branding.

The total cost of the marketing effort and upcoming ad buy: $9 million.

The slogan conveys the uniqueness of the state, residents’ independent spirit and the variety of experiences and opportunities Nevada provides, Gov. Brian Sandoval said. The state plans to use the mark on documents from all of its departments.

Nevada began its quest to create a brand and slogan in 2001. It hired GreenRubino, a Seattle company, to research what aspects of the state best resonated with residents and visitors.

The company tinkered with several proposals. The taglines included “ReiNVent,” which included the state’s postal code; “All in Nevada,” a play on poker terminology; and “Nevada is for Doers,” which referred to the variety of things to see and do here. All were soundly criticized by the public and members of the Nevada Tourism Commission.'