By: Chris Newmarker

January 13, 2006, Associated Press

TRENTON - After spending $260,000 for a slogan that said "New Jersey: We'll win you over," the state has settled on a new pitch that earned its author a weekend getaway and a pair of tickets to a game at the Meadowlands.

The winner is "New Jersey: Come see for yourself."

The slogan, announced yesterday, was the top choice among 11,227 telephone and online votes for five finalists. In the end, voters decided it was better not to tell people to "expect the unexpected," encounter "love at first sight," enjoy "the real deal," or discover "the best kept secret."

"When it comes to its image, New Jersey really cares," Gov. Codey said. "Our catchphrase should hint at our true beauty."

As he introduced the tag line, Codey highlighted state attractions, including Atlantic City, Cape May, and the Meadowlands sports venues. Officials said tourism generated $32 billion last year.

"Who needs a vacation anywhere else?" Codey said.

He had appealed in October for public suggestions after rejecting a marketing firm's proposal of "We'll win you over," which he said reminded him too much of when he was single and asked girls out.

Codey's office received about 8,000 ideas, including "New Jersey: You got a problem with that?" and "New Jersey: Most of our elected officials have not been indicted."

Codey is leaving it to Gov.-elect Jon S. Corzine, who takes office Tuesday, to decide how to use the slogan. A Corzine spokesman said the matter had not been looked into yet.

The winner's author, Jeffrey Antman of Passaic, writes slogans as part of his marketing job with NJ Transit.

Codey said the state job would not prevent Antman from receiving a two-night stay at a golf and spa resort in Vernon and two tickets to a New Jersey Nets or Devils game.

Antman, 50, said he had cooked up the slogan in a matter of seconds to reflect the state's beauty.

"That's why I live here," he said.

The slogan drew a lukewarm response from some marketing experts.

"Slogans shouldn't just be popularity contests," said Tim Calkins, a clinical associate professor of marketing at Northwestern University's Kellogg School of Management in Evanston, Ill. "You don't want them popular. You want them to really say something about your state and your brand."

Peter Fader, a marketing professor at the University of Pennsylvania, called the slogan too generic to promote the state effectively.

"In the old days, people built buildings and statues to memorialize themselves, but they can't do that really anymore. So they leave slogans instead," he said.