Ohio reintroduces ‘Ohio, The Heart of it All’ slogan

Ohio is reintroducing its iconic tourism tagline, “Ohio, The Heart of it All” to promote the state as a great place to live, work, learn, and raise a family. Ohio Governor Mike DeWine, First Lady Fran DeWine, Lt. Governor Jon Husted, and Ohio Department of Development Director Lydia Mihalik made the announcement during Ohio Tourism Day in Cleveland on Wednesday.

The state’s tourism slogan between 1984 and 2001, the “Ohio, The Heart of it All” tagline will be used to promote Ohio as the heart of technology, opportunity, adventure, and family. 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 soul band Wesley Bright & The Honeytones from Akron. The logo was designed by Columbus-based Ron Foth Advertising.

The state’s new marketing strategy is aimed at promoting Ohio as a great place to live, learn, and work, in addition to incredible tourism-related events, destinations, and attractions. Lt. Gov. Husted stated that they want to attract not only visitors but also people who want to live, learn, and work in Ohio.

The importance of the tourism industry to Ohio’s economy was highlighted by the 2022 economic impact numbers released by TourismOhio, a division of the Ohio Department of Development. In 2022, Ohio’s tourism industry generated $53 billion in visitor spending, welcomed 233 million visitors, and supported 424,339 seasonal, part-time, and full-time jobs. These are increases over 2021’s numbers, which generated $46.9 billion in visitor spending, welcomed 219 million visitors, and supported 411,000 seasonal, part-time, and full-time jobs.

TourismOhio also reported a strong return on investment from marketing efforts in 2022. For every $1 the state invested in tourism marketing in 2022, it generated $73 in direct visitor spending and $5 in taxes inside the state.