INDIANAPOLIS (AP) - Indiana is going to pay a New York public relations firm
up to $750,000 to come up with a plan to try to rebuild the state’s damaged
image after widespread criticism over a religious objections law.
A contract posted Thursday to the Indiana Economic Development Corporation
shows the quasi-governmental agency, which is exempt from some oversight
faced by other state agencies, will pay that much to Porter Novelli for the
first phase of the “reputation enhancement initiative.” The contract states
the cost of the second phase of the public relations campaign will be
determined after the scope of the work and other terms are decided.
The state has previously said it would spend $2 million on a public
relations strategy to try to overcome the damage done after the General
Assembly passed a religious objections law that critics contended was
anti-gay. The public backlash, including many companies canceling travel to
Indiana, led lawmakers to revise the law’s language to address the
discrimination concerns.
The contract states the IEDC is collaborating with the Indiana Office of
Tourism Development to strengthen Indiana’s “global brand reputation as a
welcoming place to live, visit and do business.” The ad agency is expected
to look at the ad slogan “Honest to Goodness Indiana” that was panned as too
folksy when it was unveiled last year. The state tourism office designed the
campaign with Indianapolis marketing company Williams-Randall.
The first phase of the contract with Porter Novelli runs from April 1 to
Sept. 30 and calls for the ad firm to assess the perceptions and
expectations of the state and to develop a campaign and strategic approach,
including the development and design of a marketing campaign.
An email from the tourism office’s communications director, Jake Oakman, to
local tourism officials last month made clear the reason for the need for
the ad campaign.
“The Indiana Office of Tourism Development is partnering with the IEDC on
this initiative to restore Indiana’s image after the recent political
controversy surrounding RFRA,” Oakman wrote.