I swear. The state spends $90,000 for research and testing, and what results after, naturally, a "brainstorming session," is a spiffy new slogan that's supposed to get tourists to flock here: Indiana: Restart Your Engines. And these people actually believe this:
“We did a tremendous amount of research with potential tourists and residents,” said Amy Vaughan, IOTD director. “While motor sports are clearly identified with Indiana, this new brand means we can take advantage of our heritage, but also use the reference to rejuvenation. It gives us a great deal of flexibility.”
According to in-depth studies, “Restart Your Engines” was a clear winner, with 60 percent of those surveyed already identifying it with Indiana. The new brand will be used in advertising campaigns targeted for both Hoosiers and visitors to the state.
“Restart Your Engines is the type of slogan we need to create a buzz about Indiana again,” said John Livengood, CEO for the Restaurant and Hospitality Association of Indiana. “It makes sense to capitalize on our existing good reputation hosting motor sports activities, while also communicating our destination sites' abilities to recharge visitors' minds, bodies and spirits.”
Now, "Restart Your Engines" might be a wonderful slogan for the city of Indianapols, but is the entrire state really thought of in terms of auto racing? Just look at the four sample TV commercials in the link above. Only the one for Indy makes a specific reference to racing. The other three are just generic "it's time to get out of the house and have fun" spots and could be about anyplace, except for the advice to go to Indiana.com. I don't think 15-second spots advising people to "recharge and rewind" are going to get them running to the travel agent.
Lame, lame, lame. If they're looking for a "buzz," I don't think this is it. Of course, most of the ideas other people came up with aren't that great, either.
