by Gayle Lane
Ellspermann says the campaign will be used to show tourists that “everywhere you go in Indiana, the people and the experiences are genuine.”
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 brand cost $100,000 to create and the state will spend an additional $1 million implementing it. Jake Oakman, spokesman for the Indiana Office of Tourism Development, which paid $100,000 for the slogan and the soon-to-start campaign that will run through summer, says that the new four-word slogan isn’t meant to stand alone. “Wait until the billboards, the print ads and the TV commercials come out,” Oakman suggests, “then the new slogan will take on a fuller meaning.”