• by Fern Siegel , June 14, 2022

Summer is an ideal time to launch the "IN INdiana" tourism campaign, which pitches the homespun charms of the Hoosier state.

Visit Indiana and the Indiana Destination Development Corporation (IDDC) launched the marketing campaign.

"From Indiana's shoreline to the hills in southern Indiana, there is something for everyone here IN Indiana." said Gov. Eric J. Holcomb.

WeCreate Media is a full-service marketing agency in the state responsible for the creative. Its alliance with the project began in July 2021. The contract runs through December 2023 and is not to exceed $8.8 million. Indiana will spend an additional $3.5 million in federal American Rescue Plan funds to promote the state, using the new campaign.

The campaign will focus on Chicago, Louisville and St. Louis.

Visit Indiana has developed an extensive customizable kit of resources free to every business town, city and destination in the state. It includes logos, brand guides, social-media, digital ad and print templates, trade-show collateral and promo items, digital ad templates that can be tailored to specific ad needs.

The IN Indiana marketing campaign uses the Indy 500 racing event as a high point to promote the state and capital, Indianapolis, known for hosting the NCAA tournament and the College Football Championships. It also promotes its lakes and parks, such as Indiana Dunes National Park, as well as Fort Wayne Children's Zoo and Steuben County, which includes a 200-acre buffalo preserve.

"The goal behind 'IN Indiana' is to help Indiana function as a state united when it comes to spreading the word about this wonderful part of the world," Elaine Bedel, IDDC CEO, said."These stories will show new visitors the unexplored diversity of the state and create pride and ownership in our people."

Indiana hopes the upbeat message will attract visitors and business talent, while retaining college grads from its schools.