INDIANAPOLIS (AP) — Indiana’s new tourism slogan — “Restart Your Engines” — has revved up some Hoosiers and left others sputtering.

“I didn’t even know what the old slogan was, and I think this one fits Indiana better,” John Cooper, a 73-year-old Bloomington man, told The Indianapolis Star for a Sunday story.

“When you think of Indiana, you think of the 500-Mile Race. It promotes what’s popular about the state.”

The old slogan — “Enjoy Indiana” — was retired in December after eight years.

The state began using the new slogan in television, radio and magazine advertisements last week.

Hoosiers have had a love-hate relationship with previous slogans. “Wander Indiana,” and “Back Home Again!” also drew their share of derision.

“I think it’s kind of stupid,” said Mari Ryhal, 45, of Franklin.

“I understand what they mean, but I think it’s too personal. It really means nothing to people outside of Indiana.”

But Ruth Bach, 70, who visited the state last week from Portland, Ore., said she gets it.

“That’s what you’re supposed to do when you travel,” she said. “Restart your engine, relax.”

The new slogan comes as neighboring states introduce their own new marketing plans, including “Unbridled Spirit” in Kentucky, which invokes a horse tradition, and “Mile after Magnificent Mile” in Illinois, which refers to the shopping district along Chicago’s Michigan Avenue.

After Lt. Gov. Becky Skillman’s office announced the new slogan last week, Democrats complained about the $90,000 it cost to develop.

“You know, $90,000 would pay a pretty long bar tab,” said Jennifer Wagner, spokeswoman for the Indiana Democratic Party.

“I’m pretty sure that ordinary Hoosiers could’ve come up with something more creative after a few beers and some honest conversation.”

Vicki Duncan Gardner, press secretary for Skillman, said it’s unfortunate that the issue had become “politicized.”

Posted 4/24/2006