State officials have approved a four-year, $32 million marketing contract to promote Nevada tourism to some of the largest neighboring cities and states.

The Board of Examiners — composed of the governor, attorney general and secretary of state — voted unanimously on Tuesday to approve the multimillion-dollar contract between the ad firm of Fahgren Mortine and the state Department of Tourism and Cultural Affairs.

Interim Department Director David Peterson said the funding would mostly be spent on $3.9 million in broadcast advertising in identified “primary” markets, including Los Angeles, San Francisco, Phoenix and Salt Lake City. Another $1.8 million would be dedicated to digital ads in both the primary markets and “secondary” markets, which include Boise, Dallas, Portland, Sacramento and San Diego.

He said another $1 million would go to partnerships with booking websites such as Priceline or Expedia, another $600,000 on national broadcast ads on the Travel Channel and nearly $700,000 to paid content with online outlets such as Matador Network and Atlas Obscura.

Peterson said Falgren Mortine would receive a 4 percent commission on the contract, or about $308,000. He also confirmed that the advertising campaigns would continue to use the “Don’t Fence Me In” theme going forward.

The advertising agency’s website lists its work for the state as a case study, and says it worked to create a “fully integrated” fall and winter campaign that “shifted the focus of communications to the millennial generation.”

“Featuring a contemporary version of the old cowboy song ‘Don't Fence Me In,’ the campaign tapped in to the millennial tendency toward independence and individuality,” the firm states on its website. “A mix of traditional media, completely new digital user experiences and public relations efforts were used to get TravelNevada's story out to a new generation of potential visitors/adventurers.”

The board also approved four other tourism-related contracts on Tuesday, all running through 2022 and worth a combined $8.6 million. Funding for the state’s Commission on Tourism comes from a three-eighths of one percent room tax rate statewide.

Correction on 6-21-2018:  Funding for the state Commission on Tourism comes from a statewide room tax, not just in Clark County.