Photo: Jimmy Emerson (Flickr)
The Indiana Office of Tourism Development announced a new slogan today: “Honest To Goodness Indiana.”
The slogan and a rebranding plan were released by the office and Lieutenant Governor Sue Elspermann at the Indiana Historical Society.
The new slogan replaces “Restart Your Engines”, which has been around since 2006 and which some outside Indianapolis believed was tied too much to the state capital.
“[It‘s a slogan] that fits us both urban and rural for all of the variety of agri-tourism to our sporting events that really fits Indiana well,” Elspermann said.
Elspermann says the timing was not coincidental.
“We‘ve seen ‘Pure Michigan‘ and other ads come in and wondered ‘wait, where‘s our brand?‘ So we‘ve needed to fill that with an authentic brand,” she says. “But we also have a bicentennial coming up in a couple years, so it‘s very important to build on the tourism that we have.”
The Tourism Development office spent $100,000 on the effort to develop the slogan, working with government officials and leaders in the hospitality industry, as well as surveying thousands of people both inside and outside of the state. The resulting campaign is aimed at both tourists and prospective businesses.
“From the sand dunes and the beautiful beachfront of Northern Indiana to the rolling hills and the Ohio River corridor in the south, there are many stories to be told, and our job is to tell them effectively,” said Mark Newman, executive director of the Office of Tourism Development.
Newman described the ad campaign to follow as a one-plus-one strategy, saturating Indianapolis with marketing as well as one metro area outside Indiana. That area will be St. Louis.
“Our goal is to own the media voice in that market so we can create the kind of response that we‘re looking for, and then be able to measure the return on investment of doing that,” he says.