Billboard mystery solved: "El Paso. It's All Good"

EL PASO, Texas - El Paso has its slogan.

After weeks of billboards teasing with new words being added, the new slogan has been revealed as "El Paso. It's All Good."

Bill Blaziek, GM of the El Paso Convention and Visitor's Bureau, said in April that the billboards were part of the Greater El Paso Strategic Communications Task Force's effort to make El Pasoans feel better about themselves.

"The week of May 9 is National Tourism Week," Blaziek told ABC-7 in April. "At our annual Spirit of Amigo luncheon at the Convention Center (on May 9) we will reveal the teaser campaign for what it really is and it's going to enthuse and excite El Pasoans about themselves."

Blaziek said a community that feels good about itself, has got to feel good to everybody else.

The El Paso Convention and Visitors Bureau has launched a contest as part of the "It's all good" campaign that asks people to be "digital ambassadors." Points are earned by doing sharing official content on social media and go towards winning unspecified prizes.

Learn more about the contest at

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