05/19/2023

'Ohio, The Heart of it All' Markets the State

This is a re-imagined branding of an existing campaign

Governor Mike DeWine, First Lady Fran DeWine, Lt. Governor Jon Husted and Ohio Department of Development Director Lydia Mihalik announced the state will resume use of the popular "Ohio, The Heart of it All" tagline to promote Ohio not only as a great place to visit, but also as a great place to live, learn, work, and raise a family.

The new logo and refreshed brand will be promoted through social media posts, radio and brand videos set to the song "Must be the Love" by Wesley Bright & Mayhem Music (Chris B. Harris/Dan Solovitz), a soul band from Akron. The logo was designed by Columbus-based Ron Foth Advertising.

The state's new marketing strategy will be holistic, encompassing the message that Ohio offers job opportunities, family-friendly communities and a great quality of life in addition to incredible tourism-related events, destinations and attractions.

Tourism is big business in Ohio, as evidenced by the 2022 economic impact numbers. In addition to announcing the return of the "Ohio, The Heart of it All" tagline, TourismOhio, which is a division of the Ohio Department of Development, also released figures showing the importance of the tourism industry to the state's economy.

In 2022, Ohio's tourism industry captured a record $53 billion in visitor spending and welcomed 233 million visitors from Ohio and other states. The industry also supported 424,339 seasonal, part-time and full-time jobs.