“IN Indiana “ is the state’s new marketing slogan- but you’ll see more than those two words.

The Indiana Destination Development Corporation, which oversees the state’s tourism efforts, has been trying to broaden Indiana’s focus to lure not just vacationers, but permanent residents. Governor Holcomb says past campaigns have been hampered by a lack of awareness of Indiana assets that Hoosiers just take for granted, from Brown County and the Indiana Dunes to local festivals. He says he’s been in meetings with leaders from other states or countries who are surprised to find out Purdue and Notre Dame are in Indiana.

Instead of just being a successor to past tourism taglines, Destination Development Secretary Elaine Bedel says the “IN Indiana” logo will be a branding scene-setter, to be paired with a wide range of messages. Those messages may be general (“Put Down Roots IN Indiana,”), targeted at specific interests (“Enjoy a Slice of Pie IN Indiana”), or hyper-specific to individual attractions (“Explore Turkey Run IN Indiana”).

Holcomb, Bedel and Lieutenant Governor Suzanne Crouch, who oversees Bedel’s agency, unveiled the campaign at the Indianapolis Motor Speedway, which has already kicked off a “Start Your Engines IN Indiana.” The Department of Natural Resources has begun “IN Indiana” marketing for state parks. Bedel says the campaign is designed to allow individual entities to customize the branding to their own message. The agency has set up online toolkits at VisitIndiana.com for universities, cities, or businesses to pair the logo with one of the existing messages, or write their own. The toolkit will also include social media, print, and digital ad templates.

Holcomb says the agency will give wide latitude to requests to approve the logo, as long as it’s not used to mock the state. The Indiana Democratic Party quickly put that plan to the test, tweeting a “Gas Costs More IN Indiana” photo.