CONCORD, N.H. (AP) — The new tourism campaign New Hampshire rolled out a year ago is working so well, it may be expanded to economic development and other areas, a state official said Monday.

The “Live Free and ….” is a fill-in-the-blank play on “Live Free or Die,” written by Revolutionary War Gen. John Stark to his wartime comrades in 1809 and adopted as the state motto in 1945. The state has used variations including “Live Free and Play,” ”Live Free and Explore” in its advertising, and attractions statewide have been putting their own twist on it.