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Be a voice for change, complete story  , ohio reveals "ohio, the heart of it all" as the new brand, adequate funding and consistency are key to its success.

Governor Mike DeWine and Ohio Department of Development Lydia Mihalik announced a new brand for Ohio this week at Ohio Tourism Day. "Ohio, The Heart of it All" replaces "Ohio. Find it Here." as the brand. 

For some people, this brand may evoke feelings of nostalgia. "Ohio, The Heart of it All" was the state’s brand from the mid-1980s to 2001.

Below are new TourismOhio social media accounts:   

• Instagram: @OhioTheHeartofitAll
• FB: @OhioTheHeartofitAll
• Twitter: OHHeartofitAll
• #OhioTheHeartofitAll 

Brand Guidelines and Logos

“A strong brand identifies what sets us apart from our competitors, and it is memorable. A strong Ohio brand can unify key messages and lift economic activity across the state, as it leaves an imprint every time it is seen or heard. This is especially important for Ohio’s $53 billion travel economy, as we compete with other states to capture the attention and spending power of visitors. "Ohio, The Heart of It All" has a proven record for checking all the boxes of an effective brand,” said Ohio Travel Association Executive Director Melinda Huntley.

Focus and Funding Needed to Drive Economic ROI 

To ensure the brand delivers economic results, adequate funding for visitor attraction messaging must be in place. Campaigns must have focused and strategic messaging to inspire travel to and through Ohio. This is important to not only the businesses in Ohio who depend on a strong travel economy, but also to the state itself. According to the latest economic report , for every $1 invested in the 2022 TourismOhio advertising campaign, $73 was generated in direct visitor spending and $5 was added to Ohio tax coffers. 

As travel-related expenditures contribute more than 10% of all tax revenues collected by the state, if there's a dip in an ROI, fewer dollars will be available for education, social services, and all the other priorities important to Ohioans, including the dollars needed to attract workers and business investment.  

Expansion of the messaging by the Ohio Department of Development to workforce attraction is smart and important. The Department has created two separate campaigns - one focused on increasing visitation and another focused on increasing awareness of Ohio as a good place to live, earn and visit. We need to ensure media buys are made wisely, with enough frequency in key markets to drive travel and increase visitor expenditures.   

Consistency is Key

Brand consistency will also determine whether or not "Ohio, The Heart of it All" is ultimately a success. Generating brand awareness isn't done overnight. It takes patience and investment. Some of the strongest destination brands have been in place for decades. None of them burst out of the starting gate with the same power to move minds and hearts as they have today. 

Every time Ohio rebrands, momentum is lost, and we have to start over. Because "Ohio, The Heart of it All" isn't unfamiliar to many, we can continue to build and reinforce its story. But we should also prioritize the way the brand is perceived, received and understood by people outside of Ohio. If analytics show it's well received and working, then we should not change the brand based only on political preferences. For the good of Ohio, future changes should be linked to business metrics. 

Stay Informed. Support the Ohio Travel Association through Membership

Representing all businesses who depend on a strong travel economy, the Ohio Travel Association is led by industry professionals to support what is needed to advance the travel economy in Ohio. In addition to professional development opportunities, OTA represents the industry's needs at the local, state and federal levels. Weekly newsletters keep you informed and up to date. 

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Story behind "ohio, the heart of it all".

Ohio Department of Development explains the rationale behind the new brand:

Ohio is bursting with opportunity, and this logo embodies that optimism. The word Ohio expands beyond our borders with the text leaning forward towards the future. The colors in this logo are classic, and iconic – pulled from our state flag, the Ohio burgee.

This is a flexible and versatile theme that works in many ways. Ohio is the:

Heart of Opportunity

Whether you are starting a business, looking to change careers, or working towards a better future, Ohio brings goals to life.

Heart of Adventure

We’re home to 75 free state parks, 5 zoos, 2 amazing amusement parks, Cuyahoga Valley National Park, and thousands of events and festivals.

Heart of Technology

From Intel to Google to Honda’s new EV plant and more, we’re building on our innovative history and staking our claim as the Silicon Heartland.

Heart of Family

If you’re reuniting with your family, starting your own, or finding a community that feels like home, Ohio welcomes you.

Heart of Education

Higher learning is a high priority in Ohio with 14 public universities, 23 community college and technical schools, and more than 50 private colleges and universities.

Heart of Creativity

Inventors, artists, rock stars – all let their creative minds shine in Ohio.

Heart of Prosperity

Ohio boasts the 7th largest economy in the US and is home to 25 Fortune 500 companies.

This is Ohio’s time. Companies are investing here and creating countless opportunities. We are a leading state for affordability and quality of life. It’s time to tell our story. So, we’ve built something familiar yet fresh to showcase all that Ohio has to offer as a place of adventure, a place of promise, and the place for you. Ohio is more than just a place on a map. It’s a place in people’s minds, and in their hearts. 

Our brand theme, Ohio, The Heart of it All, speaks to Ohio’s central geographic location – we’re within a day’s drive of 60% of the US and Canadian populations. But just as importantly, it conveys that Ohio is the heart of the heartland. The heart-shaped state. The home of heartwarming stories and heartfelt joy.

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Ohio's returned to its old tourism slogan, here's why

Ohio is, once again, the heart of it all.

Gov. Mike DeWine announced a new − or, more accurately, old − tourism slogan for the state Wednesday: "Ohio, The Heart of it All." The state first used this slogan to attract visitors to the Buckeye State in the 1980s but retired it in the early 2000s.

"We are returning to something familiar," DeWine said in Cleveland Wednesday. "We are Ohio, the heart of it all."

The slogan will replace "Ohio. Find it Here," which was first announced in 2015 during Gov. John Kasich's administration .

"Ohio. Find it Here" was easily turned into a critique by those frustrated with the state's politics or policies. On social media, the "it" you can find here in Ohio ranged from potholes and "Hell is Real" signs to discrimination and corrupt politicians. (One of the state's most powerful Republican lawmakers was recently convicted in a sweeping bribery case .)

Before "Find it Here," Ohio had two tourism slogans. "Ohio, The Heart of It All" was first used in 1984 during Democratic Gov. Richard Celeste's administration, and "Ohio, So Much to Discover" promoted the state in the early 2000s during Republican Gov. Bob Taft's tenure.

TourismOhio's focus has recently shifted from solely attracting visitors to the state's attractions to also attracting people to come live in the state. Ohio's population growth has slowed, costing the state a congressional seat after the 2020 U.S. Census.

"What we're promoting is more than just a travel destination. We are promoting all of our great state, holistically," DeWine said in Cleveland Wednesday. "We also want them to know that this is a great place to live, a great place to work and a great place to raise a family."

The slogan comes with a new ad featuring the song "Must be the Love" from Akron soul band Wesley Bright & The Honeytones. Columbus-based Ron Foth Advertising designed the new logo.

The announcement came on Ohio Tourism Day, which was also celebrated at the Ohio Statehouse with booths touting Ohio's tourism attractions. Inside the building, House lawmakers prepared to vote on a measure that would ask voters to make it harder to amend the state constitution . Another committee discussed a bill to ban transgender girls from participating in female sports .

From 'I Love New York' to 'Say WA'

While every state has a tourism slogan, not all of them have stood the test of time. New York's "I Love New York," Virginia's "Virginia is for Lovers" and West Virginia's "Wild, Wonderful West Virginia" have lasted decades.

But others were quickly panned. Washington state's "Say WA!" was dumped shortly after it was announced. "Oklahoma is OK" was ultimately not OK with many residents. And Wisconsin's "Stay Just a Little Bit Longer" was considered a bit clingy.

Can Ohio's slogan compete with its neighbors? Michigan has "Pure Michigan," Pennsylvania markets itself with "Pursue Your Happiness” and Kentucky has pitched its "Unbridled Spirit." Last year, Indiana announced a new marketing campaign: "IN Indiana."

Ohio's state motto is  " With God, All Things Are Possible ," the brainchild of young Cincinnatian Jimmy Mastronardo in the 1950s. The American Civil Liberties Union challenged the motto in court, arguing that it was an unconstitutional endorsement of religion. But a full appeals court decision sided with Ohio and the motto.

Jessie Balmert is a reporter for the USA TODAY Network Ohio Bureau, which serves the Columbus Dispatch, Cincinnati Enquirer, Akron Beacon Journal and 18 other affiliated news organizations across Ohio.

Get more political analysis by listening to the Ohio Politics Explained podcast

Ohio brings back old tourism branding with a new look

A slogan that Ohio used to bring in tourists for more than 15 years in the '80s and '90s is back. The old brand is part of a new plan to promote Ohio as a tourism destination but also a potential home.

The "Heart of It All" replaces "Find It Here," which was widely criticized when it was unveiled in 2016. Ohio Department of Development Director Lydia Mihalik says going back to the old brand makes sense as the state tries to bring together its strategy for attracting tourists as well as potential residents.

"The changing of the brand — Ohio, the heart of it all — is really a more inclusive and more holistic way to talk about all of the great things that are happening here in the state of Ohio," said Mihalik.

The state says 233 million tourists spent $53 billion in Ohio last year, the highest spending ever, and up 13% from 2021. And the state's annual report says more than 424,000 Ohio jobs are linked to tourism.

Before adopting "Find It Here," the state was using the line "So Much To Discover" for its tourism marketing from 2001 to 2016.

The "Heart of It All" slogan was launched in 1984, under Democratic former Gov. Dick Celeste. He said Gov. Mike DeWine "whispered into my ear a few days ago that the slogan was going to be reborn" when they saw each other at the Ohioana Book Festival a few weeks ago.

Celeste said he was "delighted," and said the slogan "captures both something about our history, something about our geography, and I think something about our state of mind."

Along with that, "water in Ohio is is at the heart of our nation's freshwater resources," said Celeste. He said water will be a critical element of the economy in the future, "so I think I think in many respects, it is a forward looking slogan, not a backward looking slogan."

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Here's Ohio's New Tourism Logo

By Eric Sandy on Tue, Nov 17, 2015 at 11:41 am

Branding Ohio: New tourism slogan urges travelers to 'find it here' (photos, video)

• Updated: Nov. 17, 2015, 3:00 p.m. |
• Published: Nov. 17, 2015, 2:00 p.m.
• Susan Glaser, cleveland.com

COLUMBUS, Ohio - There is no single symbol that defines Ohio - no iconic Grand Canyon, no Statue of Liberty, no renowned thoroughbred race.

Which made finding a new brand for the state's tourism campaign both a blessing and a curse.

What can you find in Ohio?

* Some of the world's best roller coasters.

* A massive collection of military aviation vehicles.

* Stunning scenery, dynamic cities, top-notch museums and a half-dozen big-league sports teams.

And perhaps more importantly, you can find a connection with people who are most meaningful to you, at a destination that's close by and affordable.

Whatever you're looking for, you can "find it here."

Tourism officials are hoping so, anyway.

TourismOhio last night unveiled its new brand -- "Ohio. find it here." -- the result of months of intense research designed to make the state a more inviting place to visit.

The new brand will be the focal point of a $6 million campaign in 2016 to boost visitor numbers to Ohio, both from in-state vacationers and travelers from nearby states.

In 2014, Ohio saw a record 200 million visits, up 2.6 percent over the previous year. The economic impact of those visits: $31 billion in direct spending.

The new brand officially replaces "Ohio, So Much To Discover," which was introduced more than a decade ago and has been phased out in recent years. The new slogan will be used in ads, on the tourism department's website and other promotional material. Local visitors bureaus and individual attractions can use it, as well.

"Hopefully, we'll use it for years and years to come," said Mary Cusick, director of TourismOhio. "The beauty of it is its broad appeal."

It may also be used beyond tourism promotion - to push economic development in Ohio, for example, or encourage people to relocate here, in the way that Pure Michigan has evolved into an anthem for that state.

The logo features the word Ohio inside an outline of the state, with the words "find it here" underneath; an animated version includes the words "happiness," "joy" and "excitement" inside a heart that morphs into the shape of Ohio.

Cusick likes the slogan because it works on two levels: On a literal level, it promotes the wide variety of destinations that can be found in Ohio, from urban adventures to the world's largest Amish community.

TourismOhio brand statement

The purpose of a concept statement is to capture the essence of a brand -- in this case, Ohio as a tourist destination. TourismOhio's brand concept statement:

The world's highest and fastest roller coasters? Or the zero gravity screams of your 10-year-old son?

On a more emotional level, it taps into the intangibles that often accompany travel - the feeling of getting away from it all, or the connections a traveler makes when he's vacationing with family or friends.

"It's not about seeing the B-29 Superfortress at the National Museum of the U.S. Air Force," says one ad mock-up. "It's about tears in your grandfather's eyes as he relives his flying missions during World War II."

Said Cusick, "We want to connect those positive emotions to Ohio."

The Air Force museum example comes directly from research conducted by Cult Marketing of Columbus. The firm, along with Marcus Thomas in Cleveland, landed a $2 million contract from the state last spring to develop the new brand and campaign.

Cult, whose clients have included Big Lots, Nationwide and Walmart, takes an unconventional approach to market research, using a technique call narrative logic to probe deeply into consumer decisions.

Jim Driscoll, a brand strategist at Cult, said the goal of the research is to tap into a traveler's subconscious and figure out how he makes decisions and why.

"Tourism is highly, highly competitive," he said. "There isn't a state in the union that isn't going after tourist dollars."

The challenge for Ohio, he said, is to break through the clutter of Pure Michigan, Wild and Wonderful West Virginia, and Honest-to-Goodness Indiana.

To find out how to best accomplish that, Driscoll conducted dozens of one-on-one interviews in Ohio, Pennsylvania and Illinois, digging deep into people's decision-making process.

Asking the interviewees how they feel about Ohio is too obvious, he said. "They can guess that you're fishing for something."

Instead, for example, he asked his subjects to write a story about taking a vacation. One prompt asked travelers to imagine a trip to OzHio - a "Wizard of Oz"-type adventure in Ohio. Where would Dorothy go and who would help her when she got there?

Two themes emerged early on: Many would-be visitors don't have a strong impression of Ohio; and those who are familiar with the state can't cite one representative symbol.

The state doesn't have anything as iconic as Broadway (New York), cowboys (Texas) or Hollywood (California), said Doug McIntyre, the CEO of Cult. So instead of focusing on a single attraction or destination, researchers decided to hone in on a feeling - why people travel.

Additional research was used to bolster this point, including more than 100 hours of in-home interviews with would-be travelers about what they remember about their most-memorable trips.

Interestingly, even when people were talking about trips to exotic locales, the memories they brought home had more to do with personal connections than specific places.

"No one was talking about Hawaii," said McIntyre. "They were talking about something much more interesting."

Among the priorities that repeatedly came up: the importance of taking the time to disconnect from technology, to connect with grandchildren, to experience new cultures, to take a break from the stress of everyday life.

"Travel is a transitional experience," said McIntyre. "It facilitates an altered mental state that engages the emotional and subconscious areas of the human psyche."

McIntyre said all successful brands are about more than the actual product they're selling. Nike's anthem, "Just Do It," for example, isn't really about shoes - it's about empowering the inner athlete in each of us.

McIntyre hopes "find it here" is similarly inspiring and motivational.

"It's action-oriented. It gives someone a directive. It's got movement," said McIntyre.

He and officials from TourismOhio continue to finalize details of the brand, a concept that is broader than the slogan, and includes music, voice-overs, images and tone. Television and radio spots will need a consistent voice, similar to Michigan's use of actor Tim Allen.

Cusick says the concept may seem simple, but it's backed by sophisticated research. "It was hard to get here," she said. "In this case, simple is complicated." And, she hopes, effective.

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Ohio brings back old tourism branding with a new look

A slogan that Ohio used to bring in tourists for more than 15 years in the '80s and '90s is back. The old brand is part of a new plan to promote Ohio as a tourism destination but also a potential home.

The "Heart of It All" replaces "Find It Here," which was widely criticized when it was unveiled in 2016. Ohio Department of Development Director Lydia Mihalik says going back to the old brand makes sense as the state tries to bring together its strategy for attracting tourists as well as potential residents.

"The changing of the brand — Ohio, the heart of it all — is really a more inclusive and more holistic way to talk about all of the great things that are happening here in the state of Ohio," said Mihalik.

The state says 233 million tourists spent $53 billion in Ohio last year, the highest spending ever, and up 13% from 2021. And the state's annual report says more than 424,000 Ohio jobs are linked to tourism.

Before adopting "Find It Here," the state was using the line "So Much To Discover" for its tourism marketing from 2001 to 2016.

The "Heart of It All" slogan was launched in 1984, under Democratic former Gov. Dick Celeste. He said Gov. Mike DeWine "whispered into my ear a few days ago that the slogan was going to be reborn" when they saw each other at the Ohioana Book Festival a few weeks ago.

Celeste said he was "delighted," and said the slogan "captures both something about our history, something about our geography, and I think something about our state of mind."

Along with that, "water in Ohio is is at the heart of our nation's freshwater resources," said Celeste. He said water will be a critical element of the economy in the future, "so I think I think in many respects, it is a forward looking slogan, not a backward looking slogan."

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