New state tourism slogan unveiled: “Honest to Goodness Indiana.”

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INDIANAPOLIS, Ind. (February 12, 2014) – The state of Indiana releases a new slogan to attract more tourism.

Lt. Governor Sue Ellspermann and Mark Newman, executive director of the Indiana Office of Tourism Development (IOTD) unveiled  a new consumer brand for Indiana on Wednesday.

This new brand is “Honest to Goodness Indiana.”

“Everywhere you go in Indiana, the people and the experiences are genuine. Even our busiest attractions satisfy and delight visitors because here, more so than anywhere else, hospitality matters. That’s real. That’s Honest to Goodness Indiana,” said Ellspermann.

The goals of this project were to create a brand that truly represents the entire state; to be respectful of Indiana’s history but also be forward looking; and to be fitting for both rural and urban settings.

The Brand Narrative:

Indiana is a state of undertold stories with wonderful assets and engaging people. In Indiana, our smiles are warm, our handshakes firm and our places have an undeniable charm. Our people do not pretend to be something they are not, because they are proud to be who they are. That genuine personality translates into authentic experiences for visitors traveling our state. In Indiana you can spend your days paddling a winding river, fishing an inland lake or browsing the shops on Main Street. You can visit a bustling capital city, sunbathe beneath soaring sand dunes, climb the highest hilltops or explore the deepest depths beneath the surface of the earth. You can enjoy homegrown produce—and get to know the growers—at our farmers markets, eateries, festivals and vineyards. Our cities offer the world-class museums, performing arts and high-energy sporting events you expect with friendliness that’s an added bonus. That’s Honest to Goodness Indiana.

Honest to Goodness Indiana replaces the “Restart Your Engines” campaign that was launched in April 2006.

Nearly 8,000 consumers participated in the development process through surveys and focus groups. The task of all convened participants was to describe the qualities, attributes and allure of Indiana. IOTD then developed the brand campaign with Indianapolis-based marketing company Williams Randall.

The mark, pictured above in the primary color scheme, will have a broad and diverse color palette applied to it, reflecting the diversity of Indiana’s assets. The brackets are intended to give the mark a “stamp” feel; the Honest to Goodness Indiana stamp of approval. The logo is intentionally tilted to add playfulness to the design and the 16-degree tilt is a subtle doff of the cap to 1816, the year of Indiana’s statehood.

“We are at a unique time where we have an opportunity to create unprecedented momentum for our state with the bicentennial approaching in 2016,” said Newman.