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NH looks to expand "Live Free and ..." campaign beyond tourism

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The "Live Free and ...." is a fill-in-the-blank play on the state's longstanding "Live Free or Die" motto.New Hampshire Travel and Tourism

The new tourism campaign New Hampshire rolled out a year ago is working so well, state officials are planning to expand it to other areas, including economic development.

The "Live Free and ...." is a fill-in-the-blank play on the state's longstanding "Live Free or Die" motto. The state has used variations including "Live Free and Play," ''Live Free and Explore" in its advertising, and attractions statewide have been putting their own twist on it.

Speaking at a conference Monday, state Travel and Tourism Director Lori Harnois said the campaign has helped boost tourism spending, which increased to $4.4 billion in the last fiscal year. And Jeff Rose, commissioner of the Department of Resources and Economic Development, said he plans to use a similar approach to attract new businesses to the state.