State unveils new tourism brand “Honest to Goodness Indiana” - Fox 28: South Bend, Elkhart IN News, Weather, Sports

State unveils new tourism brand “Honest to Goodness Indiana”


Move over "Restart Your Engines," Indiana has a new tourism brand.  The Indiana Office of Tourism introduced "Honest to Goodness Indiana" Wednesday morning.

"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," Lt. Governor Sue Ellspermann said in a written release.

"Today's launch is the culmination of nearly a year's worth of research and creative development and many of our industry partners contributed to the development of Indiana's new brand," said Mark Newman, executive director of the Indiana Office of Tourism Development. "Honest to Goodness Indiana is reflective of the entire state and for the first time in many years, our consumer brand incorporates all regions of Indiana."

The new branding also comes with a logo, which officials say was tilted 16-degrees, a subtle reference to 1816, the year Indiana gained 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.

Tourism is big business in Indiana. Officials say a report late last year shows that travel, tourism, and hospitality is the sixth largest industry in the state, responsible for near 140,000 jobs and $10 billion in business revenue.

Tourism officials say the new brand will be featured in ads in ten regional and national magazines that appeal to the travel lifestyle. There will also be billboards and radio and television advertising. The Indiana Office of Tourism Development says it will focus on Indianapolis and St. Louis to start. Indianapolis was cited as the state's population center and St. Louis as a city in driving distance that could attract overnight visitors, offers affordable advertising options, and has not had a heavy Indiana advertising presence.

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