Indiana has come up with a new plan to market itself to the rest of the world.
A new brand unveiled Wednesday by the Indiana Department of Tourism now calls the Hoosier state “Honest to Goodness Indiana.”
The new saying replaces the 8-year-old “restart your engines”
Before that it was “Wander Indiana”.
The new slogan is designed to have a much broader appeal and will be the cornerstone of a tourism marketing campaign.
Officials say that 71 million visitors come to the state each year and spend $10 billion dollars.
This is an effort to increase that.
The phrase and campaign took nine months and cost about $100,000 to develop.
The state will spend about a $1 million on its media campaign to lure tourists.