by Gayle Lane

On Feb. 12, Lt. Gov. Sue Ellspermann and state tourism director Mark Newman announced the launch of “Honest to Goodness Indiana” as the state’s new “consumer brand.”

¬†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.”