The state of Indiana paid $90,000 for the following slogan: "Re-start Your Engines". Why 30K a word? It seems that the money was spent on focus groups and consultants. (Sometimes I think a consultant is someone you pay to tell you to do what you planned on doing anyway.)
I would have done it for free. My guess is that most out of state tourists would still come from within the region, say the Midwest and Kentucky. How about "Indiana: Culture That's Close to You"
The problem with "Re-start Your Engines" is that it appeals mostly to racing fans. While there is nothing wrong with people who enjoy watching cars go real fast in a circle, my guess is that racing fans don't need a commercial to tell them that the Indianapolis 500 takes place in Indianapolis.