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Jacksonville debuts new tourism slogan: ‘It’s easier here’

Back in ’67, consolidation made us bold.

Since then, we’ve been the First Coast, River City and Where Florida Begins.

Now, it seems, we’re easy.

Visit Jacksonville, the group charged with marketing the city to tourists announced Wednesday it has launched a new advertising campaign around a new slogan:

“Jax. It’s easier here.”

“We wanted to convey the accessible nature of Jacksonville, while also communicating the diverse experiences that visitors can enjoy in our destination,” said Katie Mitura, vice president of marketing and communications at Visit Jacksonville. “Jax offers a robust arts and culture scene, top spectator sports and entertainment events, and outdoor experiences that really set us apart. Our new campaign seeks to capitalize on these unique destination elements, while reinforcing the city’s easygoing nature.”

The campaign developed by Visit Jacksonville and The Dalton Agency is already visible in major tourism target markets for Jacksonville, including Atlanta and New York City.

To celebrate, Visit Jacksonville is handing out decals with the new slogan. They will be available for the rest of the week at visitors centers at 208 N. Laura St. downtown, inside Jacksonville International Airport, and the Beaches Museum & History Park at 381 Beach Blvd. in Jacksonville Beach.

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