“IN Indiana” is the state’s new marketing slogan, but you’ll see more than just those two words.
The Indiana Destination Development Corporation, which oversees the state’s tourism efforts, has tried to broaden Indiana’s focus to attract not just vacationers, but permanent residents as well. Gov. Holcomb says past campaigns have been hampered by a lack of awareness of Indiana assets the Hoosiers take for granted, from Brown County and the Indiana Dunes to local festivals. He says he has met with leaders from other states or countries who are surprised to learn that Purdue and Notre Dame are in Indiana.
Rather than simply being a successor to old tourism slogans, Destination Development Secretary Elaine Bedel said the “IN Indiana” logo will be a branding element, to be associated with a wide range of messaging. These messages can be general (“Put Down Roots IN Indiana”), targeted to specific interests (“Enjoy a Slice of Pie IN Indiana”) or hyper-specific to individual attractions (“Explore Turkey Run IN Indiana”).
Holcomb, Bedel and Lt. Governor Suzanne Crouch, who oversees Bedel’s agency, unveiled the campaign at the Indianapolis Motor Speedway, which has already kicked off a “Start Your Engines IN Indiana.” The Department of Natural Resources began “IN Indiana” marketing for state parks. Bedel says the campaign is designed to allow individual entities to customize branding to their own message. The agency has set up online toolkits at VisitIndiana.com for universities, cities or businesses to match the logo to one of the existing messages or write their own. The toolkit will also include social media, print, and digital ad templates.
Holcomb says the agency will give wide latitude to logo endorsement requests, as long as it is not used to mock the state. The Indiana Democratic Party quickly put that plan to the test, tweeting a photo “Gas costs more in Indiana.”