Older folks will remember that they used to say, "Keep it Beautiful" to encourage respect for the environment. But in the early 80's, they adopted the province's tourism slogan, "Yours to Discover." Ontario has had other catchphrases, but I guess none have had the same kind of emphasis, since they haven't made it onto the plates yet.
I'm not sure how far an ad campaign would have to go before they start putting a new slogan on the plates. I'm kind of worried about this, because the latest tourism campaign have been focused on a kind of cryptic phrase.
As an ad phrase, it gets attention and is distinctive, even if it doesn't have a strong message. But whether it works as an ad campaign or not, I have to point out to our government that it would be particularly bad on our license plates.
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