State seeks to create unified message with ‘IN Indiana’ campaign

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A new marketing campaign from Visit Indiana and the Indiana Destination Development Corp. aims to recruit businesses, communities and destinations to help tell Indiana’s story.

The organizations on Wednesday launched “IN Indiana,” which provides a customizable toolkit of resources with the goal of creating a unified message for potential visitors, future residents and businesses looking for a place to relocate or expand.

“The whole idea is that we need a really big megaphone,” said IDDC Secretary and CEO Elaine Bedel. “We have found from all of our research that people outside the state don’t have a clue to what great assets we have here.”

Speaking with reporters, Gov. Eric Holcomb said the campaign gives tools to everyone.

“This is going to have the full force of small towns, big universities, city governments, businesses–large and small–all promoting what they do and allow us to be a repository and toolkit for them to amplify their message, which is our message,” said Holcomb. “Whatever the event is, whatever the business is, whatever the region is, we’re going to have the ability to be not just flexible, but turn on a dime and get the word out.”

The IDDC said the campaign will build on what the state is known for, including the Indianapolis 500, hosting multiple national sporting events such as the NCAA Men’s Basketball Championship Tournament and the College Football Playoff National Championship, and major conventions such as the National FFA Convention and Gen Con.

The IN Indiana toolkit includes logos, brand guides, social media templates, tradeshow collateral, digital ad templates and more. The state said businesses, communities and others looking to utilize the toolkit can customize it for their needs while maintaining a unified front.

“If we can get all entities, regardless of what category you put yourself into, to use this identifier to say, ‘I’m part of Indiana. I’m in Indiana,’ and then make the headline work for them, you know, and complement what they’re already saying or what they’re already doing,” said Bedel. “That’s how we start building this body of knowledge out there in people’s heads, so they really see what great things are going on in Indiana.”

More information about the campaign is available here.

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2 thoughts on “State seeks to create unified message with ‘IN Indiana’ campaign

  1. I’m not holding my breath. Visit Indiana is awful at promoting the state. They adopt slogans that fail to make anybody want to visit – like “Honest to Goodness Indiana” – and they put billboards up about attractions that few passersby would want to see. I think their entire mantra has been “bore people to death with a terrible slogan while advertising a “meh”-tier attraction on a high-traffic corridor.

    Sorry Visit Indiana, but the last thing a traveler would do after seeing a billboard facing I65 NB traffic in Crown Point saying “Honest to Goodness Indiana” and promoting Spring Mill State Park is visit Indiana.