Washington, D.C.: [New Slogan Goes Here]

"Washington, like any destination, is in a [market] share fight for attention with Orlando, San Francisco, Boston, New York, L.A. and a host of other cities," said Keith Bellows, editor in chief of National Geographic Traveler, who advises the task force. "What's really important to recognize is that people have more choices than ever . . . so just like a toothpaste manufacturer or an automobile dealer, you have to market who you are in a very special way."

Baltimore recently spent 18 months and about $500,000 on a campaign that resulted in, among other things, a new logo (a sailboat) and a new tag line, "Get in on It" -- as in "get in on a city that has a lot going for it," said Nancy Hinds of the Baltimore Area Convention and Visitors Association.

A single word can sometimes speak volumes to marketers, and Seattle has high hopes for "metronatural." Painted on the city's famous Space Needle in October, the word conjures up "the combination of attributes -- urban and outdoorsy, metro and natural -- that fit Seattle's dual nature," said David Blandford of Seattle's Convention and Visitors Bureau.

But it has drawn a bit of criticism. Some residents say they still are not sure what it means.

"It was not immediately embraced here in Seattle, which is what we expect," Blandford said. "If you look at brand launches across the country, a lot are not initially accepted locally. Definitely, outsiders liked it more. And that's who it was planned for."

Branding is sometimes a risky venture. The State of Washington's tourism office recently scuttled its "Say WA?" campaign because it failed to catch fire. And for every Las Vegas, with its wildly successful "What Happens Here, Stays Here" tag line, there is a State of New Jersey, which recently embraced -- and just as quickly abandoned -- two new slogans: "We'll Win You Over" and "Come See for Yourself."

Las Vegas, which attracts 39 million visitors a year compared with the District's 15 million, also has a financial advantage over most other places: an annual advertising and marketing budget of more than $80 million, including enough for all those television commercials. The District has about $1.2 million annually to get its message out, Isley said.

"Virginia Is for Lovers" remains the wise old granddaddy of such campaigns -- proving the wisdom of the adage "If it ain't broke, don't fix it." Launched in 1969, it has outlived many administrations and is still used today. It was developed by what is now the Martin Agency of Richmond, the firm that created today's popular gecko and cave man ads for Geico insurance.

"When you have a message that is recognizable as well as appealing, then you're really in the catbird seat," said Alisa Bailey, president of the Virginia Tourism Corp. "Our research has never said people are tired of it."

Others opt for the serviceable standard. For the past eight years, Maryland has been using the tag line "Maryland Welcome," along with an image of a crown.

"We believe that a consistent measure over time constitutes branding," said Hannah Byron, assistant secretary for the Maryland Division of Tourism, Film and the Arts. "It's flexible."

But some are looking for a possible change. The City of Alexandria has been swimming along happily for the past 10 years with "The Fun Side of the Potomac," a phrase that takes a merry swipe at Washington's workaholic image. But now the Alexandria Convention and Visitors Association has launched a research project to "see if we need to freshen things up," said President Jo Anne Mitchell.

"What we have to do is look at our existing image, our brand, our marketing programs and see how all that fits in the changing world," she said.