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Indianapolis’ Official Tourism Organization Rebrands City April 22, 2009

Posted by ICVA Communications in Advertising Campaigns, Conventions & Meetings, ICVA Business.

INDIANAPOLIS—In response to extensive research and trend analysis, the Indianapolis Convention & Visitors Association (ICVA) officially has launched the City’s new brand, aimed at increasing convention business and attracting additional leisure visitors.

The new brand, with tagline “Raising the game,” showcases the 13th largest city in the nation in a more confident tone, focusing on Indianapolis’ first-class sporting amenities, its convention and hospitality package, its rich cultural offerings and continued economic  growth.

“Around the world, Indianapolis’ name is synonymous with the spirit of competition.  With every structure we build, every event we stage and every attraction we display, we set new national standards,” said Warren Wilkinson, ICVA senior VP of marketing & communications. “Our new brand strategy leverages this competitive spirit.”

The new brand coincides with more than $3 billion in new tourism related product coming online by 2011—including the doubling in size of the Indiana Convention Center and significant hotel growth.

As the official sales and marketing organization for Indianapolis, the ICVA is charged with driving tourism, filling the expanding convention center and meeting the demand of additional hotel inventory.  The ICVA spent more than six months researching trends and analyzing how meeting planners and potential visitors view the city.

The new marketing campaign incorporates a deliberate suite of materials to catch the eye of meeting planners and leisure visitors.  The campaign was creatively designed with the help of the ICVA’s strategic/local partner, Young & Laramore.

New Brand Elements: “Raising the game”

  • New URL: www.visitindy.com  
  • New Microsite in the works for convention planners: www.visitindy.com/raisingthegame 
  • Convention Print Advertising (convention/meeting magazines)
  • Leisure Print Advertising (regionally)
  • Radio Spots (regionally) 
  • TV Spots (10 new spots each 15 seconds in length; regionally) 
  • E-mail Marketing Campaign (engaging meeting planners)
  • Public Relations (media materials and promotional items)
  • Comprehensive Tradeshow Strategy (industry events around the U.S. and Canada)

An integral component of the brand rollout will be an increase in summer radio advertising during morning and evening drive times in key cities that research shows draw the most visitors: Chicago, St. Louis, Cincinnati and Louisville.

The ICVA booked a record-breaking 685,000 room nights in 2008.

“Whether it’s $69 million in hotel renovations in the last 24 months or significant improvements to our many cultural attractions—Indianapolis is continually ‘Raising the Game’ and our momentum will continue,” said Wilkinson.

The mission of the Indianapolis Convention & Visitors Association is to advance Indianapolis tourism and economic growth.  The ICVA seeks to increase the number of visitors and their financial impact, expand positive perception of Indianapolis, and positively influence the visitor experience.  According to a Global Insight report, in partnership with D.K. Shifflet & Associates, 22 million visitors annually provide $3.56 billion in total annual economic impact of tourism on the Indianapolis economy resulting in 66,600 full-time equivalent employment positions in the hospitality industry.

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