Mountain peaks, water make up NH brand identity

LYNNE TUOHY Associated Press Published:

MANCHESTER, N.H. (AP) -- New Hampshire's new brand identity to promote tourism depicts mountain peaks, trails and waterways.

The icon was unveiled Thursday by the state Division of Travel and Tourism Development at the Governor's Conference on Tourism in Manchester.

The division also is focusing on a new advertising campaign: "Live Free and ..." a fill-in-the blank play on the state's longstanding "Live Free or Die" motto adopted in 1945. Tourism officials said the idea is open-ended and adaptable to any tourist's pursuit, whether it's snowmobiling, hiking, etc.

Tourism is one of the state's largest industries. Direct spending by visitors to New Hampshire for fiscal year 2011 reached over $4.2 billion.