Indiana unveils new slogan to attract more tourists

Indiana unveils its newest tourism slogan.
Indiana unveils its newest tourism slogan.

LAFAYETTE, Ind. (WLFI) – Indiana has a new slogan to attract more people to visit and tour the state.

The new “Honest to Goodness Indiana” slogan was unveiled Wednesday afternoon in Indianapolis. It’s the first new brand name since 2006.

Organizers say they want visitors to see places, to which they have never visited before, and to discover Indiana’s “untold stories.”

Visit Lafayette West Lafayette president Jo Wade was at Wednesday’s unveiling. She said she likes the new slogan, but does have some reservations about the impact it can have.

“Maybe ‘Honest to Goodness” isn’t quite as sophisticated as I would like to covey that we are…but I think with the right way that it’s presented, it’s going to work,” said Wade.

Development of the slogan cost the Indiana Department of Tourism roughly $100,000.

It will cost the department roughly $1 million for media campaigning to promote it. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Commenters who violate these terms, including use of vulgar language, off topic, or racial slurs, will be banned. Please be respectful of the opinions of others and keep the conversation on topic and civil. If you see an inappropriate comment, please flag it for our moderators to review.

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