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Wisconsin Tourism Theme Unveiled

One year after Wisconsin created a state brand (“Originality Rules”), tourism officials announced a new theme to go with it: “Live Like You Mean It.”

The theme replaces the previous tourism theme, “Life’s So Good.” The theme will also be used by state agencies for business recruitment and other functions.

“Speaking with one voice, it really helps Wisconsin grow our marketing strength,” said Kelli Trumble, the state’s tourism secretary.