PORTLAND — Everyone knows that what happens in Las Vegas “stays in Vegas.” Maine’s largest city is betting they also will come to know “life’s good here.”

The city launched a new marketing campaign Tuesday under the slogan: “Portland, Maine. Yes. Life’s good here.” Besides the city, local groups and businesses plan to use the slogan, adapting it, for instance, with the sayings: “Portland. Yes. Coffee’s good here” or “Portland. Yes. Printing’s good here.”

The campaign was based on an essay written by gay rights pioneer John Preston, who died in 1994. Preston, a prolific writer, moved to Portland in 1979 and advocated for the city’s anti-discrimination ordinance, which passed two years before he succumbed to AIDS-related illnesses.

The Medford, Mass., native explained in an essay titled “Portland, Maine: Life’s Good Here” why he chose to live in Portland instead of New York.

In unveiling the campaign, Mayor Michael Brennan predicted it “will put Portland on the map.” He was joined by tourism and business officials.

To come up with the campaign, the city worked with the Portland Regional Chamber, Portland’s Downtown District, the Convention & Visitors Bureau, Creative Portland Corp., and others.