New State Slogan Is ‘Honest-to-Goodness Indiana’

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February 13, 2014 —

INDIANAPOLIS – The state is making an effort to increase tourism with its new slogan – “Honest-to-Goodness Indiana.”

The new brand cost $100,000 to create and the state will spend an additional $1 million implementing it. The advertisements are centered on a “story telling platform” to draw people in.

The brand is “something we as a state can truly own,” said state Tourism Director Mark Newman. “When you develop a brand it has to be something people can identify with.”

In 2013, 71 million tourists spent more than $10 billion in Indiana. Tourism is the state’s 6th largest industry with more than 140,000 Hoosier employees.

Lt. Gov. Sue Ellspermann said the success of the tourism industry is directly related to Hoosiers’ friendliness.

“The people are genuine and the experiences are too,” Ellspermann said. “Hospitality matters.”

The slogan’s image is meant to look like the mark from a rubber stamp to give Indiana attractions a “seal of approval.”

The text is in both script and block to emphasize tradition but also embrace the contemporary world.

Newman said the design has a “diverse color palette” to represent the diversity of Indiana, from urban to rural areas. He also said the image is tilted 16 degrees, a nod to 1816 when Indiana became a state.

Advertisement efforts will be divided evenly on in-state and out-of-state media – magazines, billboards, television and a new cell phone app to be launched later this week. Also, the first ever Indiana Travel Guide has been launched with the new brand.

“Now is the time to launch a new brand,”Ellspermann said. “We can achieve really great things.”


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