Indiana banking on 'Honest to Goodness' image

INDIANAPOLIS - 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."

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

The ads will air in Indiana and out of state.

"We are looking to start in St. Louis," Newman told RTV6. "We are looking for a far enough driver to motivate an overnight stay, but it is close enough that it is comfortable driving distance. So our belief is if we can saturate that market and own that through multiple mediums, we can be successful in transforming those mindsets and getting those visitors to come to our state."

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.

The campaign cost the state about $100,000 to put together.

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