Keller @ Large: What's Your Slogan For Massachusetts?

BOSTON (CBS) - I am sorry to see that the Rhode Island bureaucrat overseeing that state's new tourism marketing campaign has lost her job. That seems harsh.

On the other hand, it is hard to say which aspect of it the locals hated more – the head-scratching slogan "Cooler & Warmer," the use of footage of Iceland in the promotional video, or the fact that the bureaucrat in question lives in Massachusetts.

But before we here at home pop a hernia laughing at the folly of our cousins to the south, we ought to take a good hard look at our own marketing problems; unless, that is, you're content with the current state tourism slogan, "Massachusetts: It's All Here."

We can and must do better than this, and I have some constructive suggestions.

First, we should not try to boil down our appeal to a quick, punchy phrase. We are too complicated a place for that.

Freed from that constraint, we could better explain ourselves to early-spring visitors. How about this: That's Right, It's Snowing, What's Wrong With You, Can't You Take It?

Or this: Yes, These Prices Are Outrageous. You're Not in Des Moines Anymore, Cornpone.

Or this, which I think captures our unique local attitude and style: Massachusetts – You're Lucky We're Letting You Visit.

Send me your creative ideas at keller@wbztv.com and I'll repeat some of the better ones later this week.

Listen to Jon's commentary: