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Summer Leisure Travel Campaign Draws Visitors to Indy November 12, 2009

Posted by ICVA Communications in Advertising Campaigns, summer travel.
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Regional TV, Radio Ads Net 745,000 New Visitors Spending More Than $145 million

INDIANAPOLIS – Despite a reduced budget, a regional summertime leisure travel advertising campaign launched by the Indianapolis Convention & Visitors Association (ICVA) produced 745,000 new visitors and more than $145 million in visitor spending for Central Indiana.

The comprehensive summer campaign that aired in Chicago, Cincinnati, Louisville and St. Louis generated a $289 return for every dollar spent, according to data gathered by Strategic Marketing & Research, Inc. (SMARI), a nationally recognized research firm.

These results represent a 15 percent increase in return on investment from 2008 despite a 32 percent decrease in dollars spent ($504,497 in ’09, compared to $740,152 in ’08) on the advertising campaign. The return on investment in 2008 was $251 per $1 spent.

The television ads spotlighted Indianapolis area attractions that joined the ICVA in sponsoring the four-month campaign that began in May. Research showed the campaign was most effective in Chicago and Louisville, incenting more than 323,000 and 297,000 visitors, respectively.

“The awareness of Indianapolis and its many arts, cultural, entertainment and sports offerings continues to grow throughout the Midwest,” said Don Welsh, president and CEO of the ICVA. “This advertising campaign resulted in leisure travelers taking action and booking visits to Indianapolis and the surrounding area. These results are especially pleasing in the face of the difficult economy.”

SMARI’s research, based on more than 900 interviews conducted in those regional markets, showed the campaign produced slightly more than 745,000 visitors to Central Indiana. Average spending per visitor was down slightly to $195 from $226 in 2008.

SMARI also reported that the campaign produced $20.3 million in spending on lodging. While the bulk of that was in Marion County ($15.9 million), Hamilton County ($3.6 million), Hancock County ($434,688) and Hendricks County ($281,782) also benefitted. In addition attractions and museums received $11.5 million in visitor spending.

Area attractions that partnered with ICVA in the campaign were the Children’s Museum of Indianapolis, Conner Prairie, the Eiteljorg Museum of American Indians and Western Art, Indiana State Museum, Indianapolis Motor Speedway, Indianapolis Museum of Art and the Indianapolis Zoo.

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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ICVA Launches Local/Regional Ad Campaign to Attract Visitors May 13, 2008

Posted by ICVA Communications in Advertising Campaigns.
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High Gas Prices Prompt Tourism Officials to Include Central Indiana Residents in Marketing Targets

INDIANAPOLIS – The Indianapolis Convention & Visitors Association (ICVA) and the Indianapolis Cultural Development Commission (CDC) are rolling out a regional consumer marketing campaign this week. The ICVA and CDC are joined by 10 cultural organizations as co-op partners for this year’s campaign. Television and radio advertising is being complemented by an aggressive, multi-layered campaign that includes public relations, promotions, email programs, social media, podcasts and Web site enhancements. And, new this year, the campaign responds to high gas prices by running TV spots in the Central Indiana market targeting local residents for “close-to-home” tourism.

The lighthearted, 10-second television spots feature visitors enjoying various attractions while asking the viewers, “This is my Indy; what’s yours?” Indy-legends Helio Castroneves and Tony Dungy will join local talent throughout the campaign. The co-op ad campaign includes the Children’s Museum of Indianapolis, Conner Prairie, Downtown Canal, Eiteljorg Museum, Indiana State Museum, Indianapolis Cultural Districts, Indianapolis Motor Speedway, Indianapolis Museum of Art, Indianapolis Zoo and the Slippery Noodle as participating attractions.

The cable/network television ads and radio spots, including live traffic reads, will run for ten weeks this summer in Chicago as well as Cincinnati, Louisville and St. Louis. TV spots will run throughout Central Indiana, including Indianapolis.

Radio promotions, including on-air prize giveaways donated by Indianapolis attractions, hotels and restaurants, are part of the campaign. Visitors to the ICVA Web site, http://www.indy.org, also can register for Win in Indy emails that include prize packages with attraction/event tickets, dining certificates and hotel stays.

The 2008 summer marketing campaign, running from this week until mid-August, is part of a $1 million promotional campaign funded by the ICVA and the Cultural Development Commission and the co-op partners.

Strategic Marketing & Research showed a return on investment of $140 for every $1 spent in advertising in 2007 by the ICVA and CDC. Last year’s campaign created 170,000 incremental trips, 188,000 hotel room-nights sold and $88 million in direct visitor spending.

“We are confident this year’s campaign will be as effective, if not more so,” said Mary Huggard, ICVA Vice President of Marketing & Communications. “We believe these ads will resonate with adults, delight children and drive home the fact that Indianapolis offers many wonderful summer getaways for the entire family that are also affordable and convenient.”

Features for the summer 2008 campaign include the 10-second formats with greater repetition – 10,000 TV spots and 6,000 radio spots. All spots were conceptualized, scripted, produced and edited in-house at the ICVA’s new editing suite by ICVA’s Creative Director Bill Hendrickson, Video/Marketing Manager Seth Hancock and Electronic Communications Manager Jeff Robinson.

In addition, the ICVA has added enhancements to its Web site at http://www.indy.org, including packages and an aggressive social media campaign. Visitors to the website can now add their own ratings of restaurants, attractions, hotels and other venues, as well.

Plus, in an effort to increase awareness of local tourism offerings, the ICVA is once again holding its annual Indy’s Hometown Tourism Expo on Monument Circle on May 13 from 10 a.m. – 2 p.m. with more than 100 representatives from area attractions, festivals, restaurants, hotels, transportation companies, events and other tourism-related enterprises.

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, 21.9 million visitors annually provide $3.56 billion in total annual economic impact of tourism on the Indianapolis economy resulting in 66,621 full-time equivalent employment positions in the hospitality industry.

Contact:
Bob Schultz, (317) 639-4772, bschultz@indianapolis.org