Indiana Unveils New Tourism Marketing Campaign, “IN Indiana”

State officials want Indiana’s new tourism campaign – “IN Indiana” – to be a “really big megaphone” that helps people promote the state of Hoosier.

Elaine Bedel is the head of the state tourism agency, the Indiana Destination Development Corporation. She called “IN Indiana” a kind of title. Anyone can use the template, for free, to pair it with their own taglines that help promote Indiana attractions.

“‘Life Is Better IN Indiana’ – speaks to our quality of life and our place and that Hoosier pride that we all have,” Bedel said. “’Build Your Future’ encourages our graduates to stay here and find that first or second job.”

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Gov. Eric Holcomb said the campaign is intended to be flexible and adaptable in a way that can be amplified beyond state government efforts.

“Now he’s going to have the power of one voice in Indiana, with all the diversity and all the options available locally, at the ground level,” Holcomb said.

This adaptability can be a double-edged sword, however, which Holcomb acknowledged.

“As we encourage people to get involved and be very active in this marketing campaign for the state of Indiana…we’re going to have to make sure everyone is a good actor,” Holcomb said. “Because it’s only natural that people are – there will be some who want to misrepresent the true intent of this campaign.”

Holcomb said there will be a licensing agreement that people will need to sign when they download the marketing campaign template.

Indiana has already paid an outside company under contract to develop the campaign using funds from the existing budget. And he’ll spend $3.5 million in federal funds US rescue plan funds to promote the state, using the new campaign.

Bedel said the state will focus its efforts on Chicago, Louisville and St. Louis. And she acknowledged that the campaign can only have a limited impact, depending on how much funding the state puts into it.

“So we’re going to measure what we can within those entities and see what the returns are,” Bedel said. “And hopefully that will convince lawmakers that, yes, we need to put more behind this so that we can go even further.”

Bedel said the metrics Indiana will explore will include digital engagement and the number of people visiting the state when targeted by the new campaign.

Contact reporter Brandon at bsmith@ipbs.org or follow him on Twitter at @brandonjsmith5.