Indiana revs up new state slogan
: "Visitors to the state will no longer be invited to “Enjoy Indiana,” the state’s brand name slogan for the past eight years, but instead will be enticed to “Restart your engines.”
The change has been in the works for the past nine months, following research by the Indiana Office of Tourism Development (IOTD) to identify a new brand for the state’s tourism industry. Last week the announcement came making the switch official.
IOTD Public Relations Manager Angela Hurley explained that “Enjoy Indiana” had lost its punch in drawing visitors, and changing it is a way to boost commerce and the number of visitors coming to Indiana.
“‘Enjoy Indiana’ conveyed a message of warmth, friendliness and welcoming to visitors, but not so much excitement and adventure. It was still high in recognition among consumers in 2002, but in 2005, it had significantly lost equity in comparison to the state slogans around us,” said Hurley.
Hurley said surrounding state slogans identified the essence of their own attraction to visitors, for example Michigan’s “Great Lakes, Great Times” and Kentucky’s “Unbridled Spirit.”
Information on the www.IN.gov Web site notes, “the slogan (Enjoy Indiana) positions the state as a quiet, somewhat boring destination. If Indiana wants to convince people that its tourism product is more exciting, fun and unique, it would make sense to update this slogan.”
Hurley said the new slogan capitalizes on Indiana’s racing history but with a double entendre thrown in.
“This new brand — Restart Your engines — will not only capitalize on what the state is already known for but will encourage visitors to come rejuvenate, relax and reenergize,” she said."