New Nevada brand: 'A world within. A state apart.'

CARSON CITY, Nev. (AP) -- A new brand that will be used to entice visitors to Nevada and promote everything from tourism to economic development, job training and education was unveiled Tuesday by Gov. Brian Sandoval and other state officials.

"Nevada: A world within. A state apart," is Nevada's new slogan that began as a marketing campaign for the Nevada Commission on Tourism but took on an added dimension when Sandoval said he wanted to incorporate it with other government programs and agencies.

"Nevadans share a special DNA," Sandoval said at an afternoon news conference to launch the campaign. "The brand truly captures this Nevada DNA."

Earlier in the day, Lt. Gov. Brian Krolicki, chairman of the tourism commission, said the brand will be used to "market the state to a variety of audiences including business development, education and tourism."

"Nevada is a world of contrasts — mountains and deserts, cities and small towns, mining and aerospace — and this brand celebrates these contrasts," he told The Associated Press.

"This is Nevada telling the world who we are and what we're proud of."

The campaign conceived by Y&R advertising agency comes as Nevada prepares to celebrate its 150th year of statehood in 2014. It was developed as part of the tourism agency's two-year, $3 million contract with Burson-Marsteller, a public relations firm.

"From the glittering lights of the Las Vegas Strip, to Lake Tahoe, to the brilliance of Valley of Fire State Park and Cowboy Poetry in Elko, the brand we introduce today embraces each of Nevada's treasures," the governor said in prepared remarks.

The television ad campaign kicks off April 15 in Nevada's core tourism markets — Los Angeles, San Francisco and Phoenix.

It features a contemporary, rockin' version of an old western classic, "Don't Fence Me In," sung by The Killers. Formed in Las Vegas in 2001, the rock band's newest album is entitled "Battle Born" — Nevada's nickname.

The spots begin with a retro look, when a young woman in a classic convertible turns up the radio dial as the song begins to play and everyone joins in. From there, it flashes through a mosaic of Nevada scenes — land sailing on the desert, raking in chips at a casino, zip lining, kayaking, hiking, boating, and of course, cowboys. Those featured in the snippets hum or sing a line from the Cole Porter tune made famous in the 1940s.

Other aspects of the campaign include an updated Nevada tourism website and a downloadable Travel Nevada app that will allow users to explore businesses and attractions while on the go.

More than 52 million people visited Nevada last year.

Claudia Vecchio, state tourism director, said the umbrella message will appear on state agency brochures and literature, such as the Nevada Division of State Parks and the Governor's Office of Economic Development. But agencies will also incorporate other aspects of a broader description developed by the tourism agency that captures the spirit of the Silver State.

"Brand development is a unique challenge and we look forward to working with all state agencies to convey a collective voice to key audiences," she said in a prepared statement. "Consumers are bombarded with thousands of messages each day. Ensuring a clear, compelling brand message is essential for our success."

Nevada's brand was released the same day Atlantic City, N.J., announced a $20 million ad campaign designed to bring more visitors to the seaside resort that is Nevada's East Coast rival for gambling tourism.