State of Indiana unveils new brand to increase tourism

INDIANAPOLIS (AP/WANE) — Indiana tourism officials are launching a new advertising campaign aimed at promoting the state’s warm and genuine reputation.

Lt. Gov. Sue Ellspermann and state tourism director Mark Newman announced the launch Wednesday of “Honest to Goodness Indiana” as the state’s new “consumer brand.”

“As we approach the bicentennial, to begin sort of pulling the cover off of Indiana,” Newman said to NewsChannel 15.

Ellspermann said the campaign will be used to show tourists that “everywhere you go in Indiana, the people and the experiences are genuine.” 

Newman said the campaign is geared toward out of state visitors and Hoosiers to get out and travel across the state.

Places in Fort Wayne that could be a part of the campaign would be Parkview Field, The Genealogy Center at the Allen County Public Library and Fort Wayne Children’s Zoo.

“People do travel from all over the United States as well as we’ve had visitors from other countries,” said Melissa Shimkus, assistant manager for The Genealogy Center.

The state will be investing $1 million into its media campaign. It will be focused on Indianapolis and other major markets outside Indiana.

Newman said for every $1 spent on this campaign, the state is expecting between $3 to $15 in revenue.

The “Honest to Goodness” logo will be tilted 16 degrees to the right, something officials say is a nod to Indiana becoming a state in 1816.

The state’s tourism office designed the campaign with Indianapolis marketing company Williams-Randall. The new campaign comes as Indiana prepares to celebrate its statehood bicentennial in 2016.

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