Pity the Las Vegas Convention and Visitors Authority. Back in the early part of the 2000s, it came up with arguably the most brilliant city advertising campaign in U.S. history with “What Happens Here, Stays Here.” It quickly morphed into “What happens in Vegas stays in Vegas” and all its various, exhaustive iterations. The LVCVA has been trying ever since to top—or at least equal—the success of that campaign and has fallen short every time. Need proof? Name even one other LVCVA slogan that springs to mind. Give up? How about “Your Vegas is Showing”? “Take a Break”? “Be Anyone”? Ring any bells? Didn’t think so.

But that hasn’t stopped the good Authority folks from trying again this year, launching a $24 million advertising campaign to attract tourists for the all-important summer season.

The pitch? “Life is Short, Summer is Shorter.”

The good news in all this is that Las Vegas is actually showing signs of life again after a disastrous couple of years that saw precipitous drops in tourism, gaming and construction. The bad news is that this campaign will likely have little to do with helping those numbers. TV ads aren’t yet out, but the print campaign is incredibly generic.

That’s the problem with the slogan, too. It could apply to any one of the cities worldwide that make a living off beach life—Miami, Barcelona, Rio. Even more important, has anyone from the LVCVA actually spent a summer here? Life may be short, but summer here feels anything but.