The West Wing
S3E9
· Bartlet for America (Restructured) Flashback

Bartlet Shreds Unprepared Tourism Slogan Pitch

In a flashback to the early New Hampshire campaign, Allen and Alan timidly unveil their tourism slogan 'New Hampshire. It's what's new,' stumbling through half-baked justifications tying it to foliage tours and snowmobiling revenue. Governor Bartlet dismantles their pitch with sharp historical recall, sarcastic queries about 'goggles,' and mocking impatience, dismissing them outright. His witty banter with Mrs. Landingham reveals affectionate rapport amid his intellectual dominance, transitioning seamlessly as she announces Leo McGarry's unannounced arrival—setting up the spark of Bartlet's presidential ambitions while contrasting past levity with present crises.

Plot Beats

The narrative micro-steps within this event

2

Allen and Alan present their uncertain tourism pitch with the slogan "New Hampshire. It's what's new" to Governor Bartlet, who reacts dismissively.

optimism to deflation ["Governor's office"]

Bartlet mocks their lack of preparation on financial details while subtly acknowledging Mrs. Landingham's presence.

amusement to dismissal

Who Was There

Characters present in this moment

7
Head Master
primary

Amused sarcasm escalating to mocking impatience, shifting to surprised curiosity

Interrupts reading to dismantle the pitch with historical facts, sarcastic queries on snowmobiling economics and goggles, shouts dismissal, banters wittily with Landingham, yells for Leo with surprise at his unannounced presidential pitch.

Goals in this moment
  • • Expose flaws in the ill-prepared slogan pitch
  • • Transition to next agenda after dismissal
Active beliefs
  • • Slogans can't fix deep economic issues
  • • Historical roots undermine 'new' branding
Character traits
Intellectually dominant Sardonically humorous Affectionately authoritative
Follow Head Master's journey
Alan Tatum
primary

Deeply unsure, mirroring Allen's discomfort with mounting tension

Alan assists Allen in pitching the slogan's need to appear 'fresh' while retaining charm, details print ads for foliage tours and revenue concerns, hesitantly admits uncertainty about goggles inclusion.

Goals in this moment
  • • Support the slogan as a revenue stemmer
  • • Emphasize aggressive tourism strategies like print campaigns
Active beliefs
  • • New image essential to counter revenue falloff
  • • Office strategies will drive tourism growth
Character traits
Anxious collaborator Detail-oriented but hesitant Supportive yet overwhelmed
Follow Alan Tatum's journey
Shanahan
primary

Casual confidence veiling determined purpose

Paces unseen outside initially, enters casually reading the slogan aloud, dodges questions with leaf-gazing pretext, reveals White House ambitions via 'Bartlet for America' napkin on easel.

Goals in this moment
  • • Spring the presidential run idea on Bartlet
  • • Gauge initial reaction without prior warning
Active beliefs
  • • Bartlet is presidential material
  • • Personal history won't derail the vision
Character traits
Purposefully casual Strategic and direct Loyal instigator
Follow Shanahan's journey
Florence Chadwick
primary

Playfully teasing with affectionate rapport

Enters post-dismissal for witty banter on Bartlet's humor, confirms Patsy's dinner, announces Leo's unannounced arrival, offers to fetch him with teasing civility.

Goals in this moment
  • • Manage schedule and dinner reservations
  • • Facilitate Leo's surprise meeting
Active beliefs
  • • Bartlet's humor needs sharpening
  • • Personal connections smooth professional transitions
Character traits
Witty and teasing Professionally warm Efficient gatekeeper
Follow Florence Chadwick's journey
Allen
primary

Unsure and progressively deflated, laced with guilty embarrassment

Allen whips the cover off the posterboard to reveal the slogan, stammers defenses linking it to tourism revenue from foliage and snowmobiling, admits ignorance on goggles costs, stands deflated as Bartlet dismisses them.

Goals in this moment
  • • Convince Governor Bartlet of the slogan's merits
  • • Highlight tourism strategies to boost state revenue
Active beliefs
  • • Slogan will modernize New Hampshire's image
  • • Tourism data like snowmobiling revenue validates their pitch
Character traits
Inexperienced Eager but unprepared Submissive under pressure
Follow Allen's journey
Dolores Landingham
primary
Character traits
warm welcoming friendly approachable
Follow Dolores Landingham's journey
Leo McGarry
primary
Character traits
stoic assertive resolute loyal compassionate
Follow Leo McGarry's journey

Objects Involved

Significant items in this scene

1
Posterboard

Serves as central visual aid unveiled by Allen bearing the slogan 'New Hampshire. It's what's new!' with scribbles; becomes punchline for Leo's quip and transformative canvas when he sticks the 'Bartlet for America' napkin on it, symbolizing shift from tourism gimmick to national ambition.

Before: Covered on easel in Governor's office, prepared for …
After: Uncovered with napkin affixed, mocking relic of failed …
Before: Covered on easel in Governor's office, prepared for pitch
After: Uncovered with napkin affixed, mocking relic of failed pitch now prophetic

Location Details

Places and their significance in this event

3
Nashua, New Hampshire

Sunlit office hosts the awkward pitch, sarcastic takedown, dismissal, banter, and Leo's dramatic entrance with napkin reveal; walls of past leaders frame the pivot from local tourism to presidential destiny, blending campaign buzz with intimate revelation.

Atmosphere Tense with nervous presentations easing into witty levity, then purposeful surprise
Function Campaign strategy meeting space transitioning to pivotal political proposition
Symbolism Embodies New Hampshire roots launching national ambitions
Access Restricted to governor's appointees and announced visitors
Sunlight through large windows Oak desk with campaign materials Portraits of past leaders
Marriott

Referenced casually by Leo as his stay during unannounced visit, underscoring his impromptu travel for the high-stakes conversation amid the office's charged atmosphere.

Atmosphere Implied upscale quiet contrasting office tension
Function Leo's temporary base facilitating surprise drop-in
Hotel accommodation Proximity enabling unannounced visit
Patsy's

Mentioned by Bartlet via Landingham for Abbey's dinner plans, punctuating the schedule check post-pitch and pre-Leo, grounding the scene in everyday rhythm before ambition ignites.

Atmosphere Warm, inviting eatery vibe invoked for relief
Function Upcoming personal venue in schedule
Neighborhood eatery scents Clinking silverware implied

Organizations Involved

Institutional presence and influence

1
Office of Travel and Tourism

Invoked by Alan as backer of aggressive tourism strategies like print ads for foliage tours and separate snowmobiling campaigns, framing the pitch's revenue rationale that Bartlet mocks, highlighting bureaucratic earnestness clashing with gubernatorial intellect.

Representation Through aides Allen and Alan presenting strategies
Power Dynamics Subordinate to governor's authority, pitch dismantled
Impact Exposes state agency's creative but flawed economic pitches
Boost tourism revenue via fresh branding Promote activities like foliage tours and snowmobiling Print ad campaigns Toll-free reservation info

Narrative Connections

How this event relates to others in the story

What this causes 1
Callback

"The 'Bartlet for America' napkin from the early campaign is callback when Bartlet gifts it to Leo framed."

Bartlet Gifts Leo the Framed First-Meeting Napkin, Shattering His Stoicism
S3E9 · Bartlet for America (Restructured)

Key Dialogue

"ALLEN: "New Hampshire. It's what's new!""
"BARTLET: "And the goggles... That includes the goggles?""
"BARTLET: "Speaking of crusty New England relics...""
"MRS. LANDINGHAM: "Governor, does it frustrate you to constantly aim for humor and yet miss so dramatically?""