Tourism advertising loves a word inside a word, it would seem.
There’s Totally London, the I Amsterdam one, and one I’ve seen on the subway recently, Morelos. (Morelos, by the way, is a state not very far south of Mexico City.) The “Morelos es” (Morelos is) thing is a bit of a stretch, with the “e” and “s” not being next to each other, but hey-ho.
I’m looking forward to the day Scunthorpe uses this idea for their tourism ads.