Selling Indiana as a 'State that Works'

2013-06-24T14:10:00Z 2013-06-24T17:39:08Z Selling Indiana as a 'State that Works'Joseph S. Pete joseph.pete@nwi.com, (219) 933-3316 nwitimes.com

Indiana has a new sales pitch for companies that are considering locations here: come to a state that works.

The Indiana Economic Development Corp., the state's department of commerce, has launched a new marketing campaign that bills Indiana as "A State That Works." The agency is running advertisements nationwide to highlight Indiana's various business advantages, such as a skilled workforce and a favorable tax climate.

"From the passage of the largest tax cut in state history to our talented workforce and central location, the spotlight shines on Indiana as one of the few states that actually work for business," said Indiana Secretary of Commerce Victor Smith in a statement.

The ad campaign features the slogans: "We're not only a workforce, but a force that works," "We're at the crossroads of what's possible and what's next," and "Integrity is our complexion, innovation is our currency."

So far, more than 12 million people have seen the ads, which have appeared at the Indianapolis International Airport and in national publications. The IEDC has especially targeted media outlets in high-tax states, such as New York and Illinois.

The campaign has its own website, AStateThatWorks.com, which presents Indiana as a place where thinkers and innovators achieve success.

Multiple state agencies will incorporate the State that Works catchphrase into their marketing and public relations efforts, as a branding effort.

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