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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. The Walgreens did not get a lot of traffic. It was not located on the corner of the intersection, and not really visible from Emerson. Meanwhile the CVS there is huge and right on the corner. I am guessing a lot of people drove by a million times and never knew the Walgreens was there. Although, with the new Walmart market going in, that area could really see a lot of increase in traffic soon.

  2. You folks don't have a clue. There is a legal way to enter this country and to get aid. This left unchecked could run us to ruin quickly. I also heard that 'supporters' were getting major $$ to take them in? Who's monitoring this and guess who pays the bill? I support charitable organizations... but this is NOT the way to do it!

  3. Apparently at some time before alcohol has been served at the fair. The problem is that beer or wine used to be a common drink for people before soft drinks and was not thought to be that unusual. Since many folks now only drink to see how much they can drink or what kind of condition they can end up in it becomes more problematic. Go to Europe and its no big deal just as if you had sodas of milk to drink everyday. Its using common sense that is lacking now days.

  4. To address the epic failure of attracting race fans to both the Indy 500 and Brickyard 400 would take too much of my time to write. Bottom line Boles is clueless and obviously totally out of touch with the real paying fan base. I see nothing but death spin coming for the Brickyard, just like Indy. Get somebody in a place of power that understands what race fans want.

  5. I am a race fan through & through. It doesn't matter if it's Indy cars or Nascar. I love a great race. I go to several other tracks each year and you can see the entire track. I know Indy has tradition, but fans want to see the entire race. I sit in the Penthouse, am almost 60 years old, and would like to see a better TV screen in turn 1 so you can see the entire race. Then I think Indy needs to install an escalator so us old folks can make it up to the Penthouse and down again if we want more options to purchase food and drinks. Just a race fans opinion. Lights won't make the race any better, but you might be able to see the TV better at night. Turn 1's screen needs replaced with a better and bigger screen.

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