INDIANAPOLIS (AP) _ Indiana tourism officials are launching a new advertising campaign aimed at promoting the state's warm and genuine reputation.

Lt. Gov. Sue Ellspermann and state tourism director Mark Newman announced the launch Wednesday of “Honest to Goodness Indiana'' as the state's new “consumer brand.''

Ellspermann says the campaign will be used to show tourists that “everywhere you go in Indiana, the people and the experiences are genuine.''

The “Honest to Goodness'' logo will be tilted 16 degrees to the right, something officials say is a nod to Indiana becoming a state in 1816.

The state's tourism office designed the campaign with Indianapolis marketing company Williams-Randall. The new campaign comes as Indiana prepares to celebrate its statehood bicentennial in 2016.