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Ohio 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.
While celebrating Ohio Tourism Day in Cleveland this week, DeWine reintroduced the "Ohio, The Heart of it All" tagline, which was the state's tourism slogan between 1984 and 2001.
With him were first lady Fran DeWine, Lt. Gov. Jon Husted and Ohio Department of Development Director Lydia Mihalik.
"As Ohio evolves into a powerhouse for technology and innovation, we're looking at the classic 'Ohio, The Heart of it All' tagline in a new way," DeWine said. "Our state is thriving, and we want the world to know that Ohio is the heart of technology, the heart of opportunity, the heart of adventure and the heart of family. This is a brand for all of Ohio, uniting everything we love about our great state under one powerful phrase."
The new logo and refreshed brand will be promoted through social media posts, radio and brand videos running on broadcast, Connected TV and YouTube set to the song "Must be the Love" by Wesley Bright & The Honeytones, a soul band from Akron. The logo was designed by Columbus-based Ron Foth Advertising.
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. These are increases over 2021's numbers, when Ohio's tourism industry generated $46.9 billion in visitor spending, welcomed 219 million visitors and supported 411,000 seasonal, part-time and full-time jobs.