Brand awareness: Indiana's new tourism slogan--it's not generic.

• Author: Kronemyer, Bob
• Position: TOURISM

ON THE HEELS OF THE unveiling of Indiana's new tourism slogan, "Restart Your Engines," was the premiere of The Voyage roller coaster at Holiday World & Splashin' Safari, located in Santa Claus, seven miles south of Interstate 64 in southern Indiana.

Tourism and travel officials statewide are hopeful that the wooden roller coaster with the world's most "air time" will be just one of a myriad of Hoosier attractions drawing visitors, in part because of the new state tourism branding.

There is also a new TV spot touting Holiday World as part of the statewide broadcast and print campaign. "It's heartening to see that state tourism understands that visitors come to Indiana to visit specific attractions and sites," says Will Koch, president and general manager of the theme park. "Of course, they'll discover other treasures while they're here, but we need to use our anchor attractions to our full advantage. We're glad to be part of that marketing effort. However, it's no secret that it's very difficult to come up with a slogan to represent an entire state. Viewers and listeners are certainly familiar with the Indianapolis 500."

Koch feels that the new state slogan may increase attendance at Holiday World. "It certainly won't hurt," he says. "Any campaign that focuses on individual attractions and doesn't give a general, generic impression of Indiana is a good thing." But he points out that the slogan by itself "won't do the trick. An entire marketing and publicity campaign extolling the virtues of a visit to specific attractions in the state will build Indiana's brand and identity, resulting in increased visitation throughout the state."

"We've been pleased with the interest that people have taken in the new slogan throughout the state," notes Amy Vaughan, director of the Indiana Office of Tourism Development. The office uses a media tracking service that found initially more than 70 mentions on television and numerous print clips.

Selecting a slogan. The research-based process of selecting the slogan consisted of a series of surveys and consumer tests of a number of proposed slogans. For example, more than 500 Internet interviews were completed by target consumers between the ages of 25 and 54 within five geographic areas--Cincinnati; Louisville; Indiana; Champaign, Ill.; and Grand Rapids, Mich.). More than 1,000 surveys were also completed, split between seven markets (including Dayton, Ohio; and Peoria, Ill.).

"The new slogan tested well,"...