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ICVA: Ad campaign helps draw more visitors to region

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A summer advertising campaign launched by the Indianapolis Convention & Visitors Association helped produce more visitors and dollars for central Indiana, even though the organization spent less this year marketing the region.

The ICVA said Thursday morning that the half-million-dollar ad campaign resulted in 745,000 new visitors who spent more than $145 million in central Indiana.

Promotional spots airing in Chicago, Cincinnati, Louisville and St. Louis generated a $289 return for every dollar spent, according to data gathered by Carmel-based research firm Strategic Marketing & Research Inc.

The numbers represent a 15-percent increase in return on investment from 2008, although the ICVA said it spent 32 percent less promoting the metropolitan area$504,497 this year compared with $740,152 in 2008.

“The awareness of Indianapolis and its many arts, cultural, entertainment and sports offerings continues to grow throughout the Midwest,” ICVA President and CEO Don Welsh said in a prepared statement. “These results are especially pleasing in the face of the difficult economy.”

The four-month campaign that began in May was most successful in Chicago and Louisville, which together accounted for about 83 percent of the new visitors, according to the research.

Strategic Marketing’s research, based on 900 interviews, showed the campaign produced slightly more than 745,000 visitors who spent an average of $195, down from $226 in average visitor spending in 2008.

Lodging accounted for $20.3 million of the spending. While Marion County received most of it$15.9 million—surrounding counties benefited as well, including Hamilton ($3.6 million), Hancock ($434,688), and Hendricks ($281,782).

In addition, attractions and museums netted $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.
 

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  • Kudos
    Congratulations on a succesful campaign. Good to see the rest of the region see so many great things that Indianapolis has to offer.

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  1. With Pence running the ship good luck with a new government building on the site. He does everything on the cheap except unnecessary roads line a new beltway( like we need that). Things like state of the art office buildings and light rail will never be seen as an asset to these types. They don't get that these are the things that help a city prosper.

  2. Does the $100,000,000,000 include salaries for members of Congress?

  3. "But that doesn't change how the piece plays to most of the people who will see it." If it stands out so little during the day as you seem to suggest maybe most of the people who actually see it will be those present when it is dark enough to experience its full effects.

  4. That's the mentality of most retail marketers. In this case Leo was asked to build the brand. HHG then had a bad sales quarter and rather than stay the course, now want to go back to the schlock that Zimmerman provides (at a considerable cut in price.) And while HHG salesmen are, by far, the pushiest salesmen I have ever experienced, I believe they are NOT paid on commission. But that doesn't mean they aren't trained to be aggressive.

  5. The reason HHG's sales team hits you from the moment you walk through the door is the same reason car salesmen do the same thing: Commission. HHG's folks are paid by commission they and need to hit sales targets or get cut, while BB does not. The sales figures are aggressive, so turnover rate is high. Electronics are the largest commission earners along with non-needed warranties, service plans etc, known in the industry as 'cheese'. The wholesale base price is listed on the cryptic price tag in the string of numbers near the bar code. Know how to decipher it and you get things at cost, with little to no commission to the sales persons. Whether or not this is fair, is more of a moral question than a financial one.

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