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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. I had read earlier this spring that Noodles & Co was going to open in the Fishers Marketplace (which is SR 37 and 131st St, not 141st St, just FYI). Any word on that? Also, do you happen to know what is being built in Carmel at Pennsylvania and Old Meridian? May just be an office building but I'm not sure.

  2. I'm sorry, but you are flat out wrong. There are few tracks in the world with the history of IMS and probably NO OTHER as widely known and recognized. I don't care what you think about the stat of Indy Car racing, these are pretty hard things to dispute.

  3. Also wondering if there is an update on the Brockway Pub-Danny Boy restaurant/taproom that was planned for the village as well?

  4. Why does the majority get to trample on the rights of the minority? You do realize that banning gay marriage does not rid the world of gay people, right? They are still going to be around and they are still going to continue to exist. The best way to get it all out of the spotlight? LEGALIZE IT! If gay marriage is legal, they will get to stop trying to push for it and you will get to stop seeing it all over the news. Why do Christians get to decide what is moral?? Why do you get to push your religion on others? How would legalizing gay marriage expose their lifestyle to your children? By the way, their lifestyle is going to continue whether gay marriage is legalized or not. It's been legal in Canada for quite a while now and they seem to be doing just fine. What about actual rules handed down by God? What about not working on Sundays? What about obeying your parents? What about adultery? These are in the 10 Commandments, the most important of God's rules. Yet they are all perfectly legal. What about divorce? Only God is allowed to dissolve a marriage so why don't you work hard to get divorce banned? Why do you get to pick and choose the parts of the Bible you care about?

  5. Look at the bright side. With the new Lowe's call center, that means 1000 jobs at $10 bucks an hour. IMS has to be drooling over all that disposable income. If those employees can save all their extra money after bills, in five years they can go to the race LIVE. Can you say attendance boost?

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