Indiana: we'll jump through hoops! State working on new slogan to boost tourism.

• Author: Kaelble, Steve
• Position: AROUND INDIANA

THOUGH WE ALL WANT transparency and inclusiveness in government, Hoosiers are probably fortunate that the state is leaving the job of picking a new tourism slogan to the professionals rather than the masses. Consider some of the slogan ideas that residents have submitted to the Indiana Office of Tourism Development:

* Water is to Fish as Indiana is to Vacations

* We'll Jump Through Hoops for You!

* Indiana: We Put the Heart in Heartland

* Visit Indiana and Enter a State of Euphoria

* Join the IN Crowd

* Indiana: Stuck in the Middle

Yes, the state is collecting ideas on the enjoyindiana. corn, the tourism Web site, but there are no guarantees that any of them will get used. The real slogan-selection process involves state officials and their marketing advisers, Strategic Marketing and Research of Carmel and Hirons & Co. of Indianapolis and Bloomington. Research and testing of potential slogans is under way, and state tourism officials hope to roll out their new "brand" in the spring, supported by an advertising campaign.

Tourism officials in December unveiled their new strategic plan, hoping to grow Indiana's tourism industry. Currently, nearly 100,000 Hoosier jobs are supported by tourism, and the industry revenue is $7 billion a year. The strategic plan aims to better leverage tourism-promotion dollars, create incentives to help enhance attractions, bring together industry partners and create a new brand image.

The task of enticing people to visit Indiana has for the past seven years been supported by the slogan "Enjoy Indiana." Before...