“TourismOhio is the premier source of information for travelers and media about Ohio’s vibrant tourism experiences, attractions and economy. Tourism marketing programs helped generate nearly 200 million visits to Ohio in 2014. A part of the Ohio Development Services Agency, TourismOhio markets Ohio’s distinctive travel opportunities and promotes the state’s outstanding quality of life.”
Cult Marketing (Columbus, OH)
The strategy is to link the diverse and interesting things to do and experience in Ohio with those positive, higher-level emotional benefits that travel generates. Therefore, the strategy will focus on the joy, happiness, shared experiences, and emotional connections that you will experience while visiting Ohio.
Images (opinion after)
The old logo maybe had some readability issues. If you didn't know it was a logo for Ohio, you would just read "hi" in a circle but if you know it's about Ohio then it's a clever reduction of the name and a fairly decent logo. The new logo is very weak in concept — "Hey, it's a hand-drawn map of our state!" — and even weaker in execution — "Hey, it's hand-drawn!". The logo looks childish, unfinished, and not at all attractive to visitors. The few ads shown, the video, and the photography all feel cheap and from either a bygone era or an alternate reality where those images are cool — the most genuine thing about this project is the camel but I think even he might be faking it. None of this makes me want to pack my bags and go to Ohio. Quite possibly, the contrary.
Thanks to Laura Biel Glenn for the tip.