MADISON, Wis. -- State officials are planning to promote Wisconsin as a destination for tourism and business by emphasizing its history of original thinkers.

Gov. Jim Doyle unveiled a new brand promise for the state at a tourism convention in Lake Geneva Tuesday evening. A brand promise is a strategic framework used to plan advertising.

Wisconsin's new brand promise says originality rules here. It says residents have a passion for creating fun and expressing themselves in original ways.

Tourism Secretary Kelli Trumble said slogans and ads based on the promise will promote Wisconsin as an interesting place for vacation and recreation and a hub for innovative business and research.

She said other agencies will use the strategy to promote business, natural resources and education.