[John Mercier]

But this is a tourism slogan...

The Greatest Generation is not the focus of the effort.

The new tourism slogan is showing deep market penetration, and a huge y-over-y and ROI. It may have been the old one was stale; but over its run it failed to even keep NH tourism revenue up with the rise in inflation.

If it continues and we see the revenue map broaden out... that might really be something. It would mean that the Division hit a homerun - but that takes a few data cycles to determine.