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'Arizona Lifestyle' Sells The State— No New Slogan Needed

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Gov. Doug Ducey's administration decided Arizona needed a catchphrase, some simple way to sell the state to the rest of the world—especially tourists or entrepreneurs who may consider moving here. The results of the commissioned study are in and the state doesn’t have a new slogan. The consultant who worked on the study says people are most positive about what she labeled the "Arizona lifestyle."

We talked with that consultant, Kathy Heasley of Heasley and Partners. We also looked into branding more deeply with Marian Salzman of Havas PR.


Steve Goldstein was a host at KJZZ from 1997 to 2022.