NEW YORK – Forget "The Big Apple." New York (search) now wants to be known as "The World's Second Home."
The city has filed an application to trademark the slogan, "The World's Second Home," giving the city exclusive rights to use it to promote business and tourism.
The phrase is likely to come up often as New York makes its push to host the 2012 Olympics (search).
If application No. 78484751 is accepted, the city would have exclusive rights to attach the phrase to a list of more than 200 products and services, according to Thursday's editions of the New York Times.
Mayor Michael Bloomberg (search), a self-made billionaire, has been much more aggressive about filing for city trademarks and patents than his predecessors. One such application includes licensing the phrase "Made in NY."
In the 1970s, the New York Convention and Visitors Bureau officially gave New York City the moniker "The Big Apple." Around the same time, the state took on the "I (Heart) NY" slogan.