New Hoosier slogan: ‘Restart your engines’

Hoosiers In the end, the catchy line “Water is to fish as Indiana is to vacations,” suggested by an inspired Indiana resident, may have sounded too much like a verbal SAT question. So, the Indiana Office of Tourism Development has instead chosen ‘Restart your engines’ as the state’s new tourism slogan. The choice would seem to officially elevate motor sports above basketball in the Hoosier state, which may rub some the wrong way, but otherwise the new line seems perfectly harmless. These days, it’s more about avoiding lines that suck, like “Come see for yourself,” “Give in to the desert. You’re surrounded” and “SayWA.”

—Posted by Tim Nudd