Las Vegas tourism boosters plan to test a new slogan to compliment the wildly successful "What happens here, stays here" campaign.

Tourism officials have applied for a trademark on the phrase "Your Vegas is showing," the Las Vegas Review-Journal reported Friday.

The phrase has yet to be tested by focus groups and survey respondents, but if it fares well it could appear in print ads and on television as early as this fall, the Las Vegas Convention and Visitors Authority said.

It might also end up on the cutting room floor.

"It implies that you are living outside of your everyday life," Terry Jicinsky, the authority's senior vice president of marketing, said of the "Your Vegas" slogan. "There is an implication it says something about you as an individual."

Jicinsky said "Your Vegas" won't replace "What happens here, stays here," which has become the most recognized slogan in the authority's 52-year history.

The new tag line would instead join a set of Las Vegas slogans aimed at narrow audiences, including "Not business as usual," aimed at meeting planners; "Overtime guaranteed," to promote special events; and "A world of entertainment," for international audiences.

Creating the slogans that define Las Vegas is big business. The authority has spent $131 million on the "What happens here, stays
here" campaign.

(Copyright 2007 by The Associated Press. All Rights Reserved.)