Florida will not accept license tags offered by public relations professional Kevin Cate, or by anyone else.
The state will stick with one of the four choices up for a vote at vote4floridatag.com.
Cate criticized the tags designed by the department and offered his own. At the very least, Cate said, the state should use the 15 million tags roaming the country to advertise visitflorida.com, which promotes tourism, restaurants and businesses.
Cate created the tag alongside squarefactor, a Florida design firm. It took about an hour and a half.
"It's basic branding," said Cate, founder of Kevin Cate Communications.
But highway safety spokeswoman Kirsten Olsen-Doolan said Florida will not take input from the general public. Instead, a panel of 20 people from law enforcement officers to tax collectors offered ideas for the new tags.
When asked if the agency would consider using the plates to advertise Visit Florida, Olsen-Doolan wrote, "Unfortunately, we are past the point in the process of accepting design concepts."