MADISON, Wis. -- State tourism officials are trying to come up with an all-encompassing phrase to attract people to Wisconsin -- and ultimately boost the economy.

Tourism Secretary Kelli Trumble said the phrase has to be a message that everyone relates to Wisconsin, something that sets the state apart from all others.

The brand has to be more than the Green Bay Packers, more than "America's Dairyland" and more than its respected university system, she said.

Trumble said it has to convey that the state combines bustling, urban areas with quiet, rural landscapes.

A committee assigned to come up with a new brand is getting feedback from marketing and hospitality experts all over Wisconsin, Chicago and the Twin Cities, as well as from volunteers and from people familiar with the Midwest.

A decision is expected in the next couple months.