Ohio is paying $2 million to two marketing groups to come up with a new brand slogan and tourism marketing plan.

The campaign will involve a new marketing slogan such as “Pure Michigan” or “Ohio, the Heart of It All,” which previously was used to help draw tourists to the state.

Doug McIntyre of Columbus-based Cult Marketing, hired last week by Tourism Ohio to develop a brand for the state, says the goal is to take the many diverse parts of Ohio and capture all of it in a few memorable words.

The (Cleveland) Plain Dealer reports that McIntyre and his staff plan to interview travelers throughout the state and beyond. They want to know what people think of Ohio as a destination and how to influence it.

Copyright (2015) Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

This article was from The Associated Press and was legally licensed through the NewsCred publisher network.

Photo Credit: Ohio's current tourism brochure. Tourism Ohio