Questions about the future of Indiana’s ‘Honest to Goodness’ slogan

INDIANAPOLIS (WISH) — A slogan promoting the great features and attractions of Indiana could be on the chopping block following the controversial Religious Freedom Restoration Act.

The Indiana Office of Tourism Development introduced the “Honest to Goodness” slogan last year as part of an advertising campaign to promote the Hoosier state.

They said the campaign initially tested very well, but some people are now wondering whether that slogan is the right fit following RFRA.

It’s a slogan that will be seen this summer in a number of print, television and billboard ads.

“I think that for Indiana to be out and doing advertising is crucial. We were several years without doing anything so I think being out there again this year and reminding people of everything that we have to offer is positive,” said Carrie Lambert, executive director Indiana Tourism Association.

Lambert said while members agreed with the campaign, some have expressed concerns over how the state is planning to move forward post RFRA.

She said the state addressed some of those concerns with them at a conference last month.

“With the campaign specifically, they’re continuing with their plan and monitoring it,” said Lambert.

The Indiana Office of Tourism Development is working with the Indiana Economic Development Corporation after hiring a public relations firm to help with damage control.

While some say ‘Honest to Goodness Indiana’ will remain in place for now, changes could be made as the firm looks at the big picture.

“What costs are in? What’s the future looking like as it relates to the repair? What other aspects of our state are working towards repairing image?” said David Cain, President of Magnitude Advertising Agency.

Cain didn’t work directly with the campaign, but with more than a decade of experience in advertising, he believes that it needs to be evaluated.

“The story of whatever ‘Honest to Goodness’ was meant to be, assuming it was correct, that story shouldn’’t have changed. The state doesn’t necessarily define me it’s just a part of where I live,” said Cain. “We still are the same people we were. So that story, if it was true is still true. It’s just whether or not people are going to listen to it.”

A spokesperson for the Indiana Economic Development Corporation said the agency is still in the middle of finalizing the contract with the PR firm and couldn’t speak about the contract. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Commenters who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others and keep the conversation on topic and civil. If you see an inappropriate comment, please flag it for our moderators to review.

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