Indy tourism officials launch Super Bowl ad campaign

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The Indianapolis Convention & Visitors Association on Wednesday launched a 25-day, $100,000 advertising campaign to lure regional visitors to the city the weekend before the Super Bowl, which will be played Feb. 5 at Lucas Oil Stadium.

“Everything will be set up the weekend before—the Super Bowl Village, including the zip line, the NFL Experience and a lot of other attractions—and there are hotel rooms available in the city’s center, in some cases for as little as $99 a night,” said ICVA spokesman Chris Gahl. “We want people to know they can come here and experience the Super Bowl city before the Super Bowl.”

The ad campaign, which includes banner ads on ESPN.com and 30-second ads on Sirius/XM satellite radio and local sports-talk radio stations in Chicago, Cincinnati and Louisville, will run through Feb. 2.

“We’re running the campaign right up until the time that the four-night [hotel-stay] minimums begin,” Gahl explained.

The tagline of the campaign is “Come see a Super City before the Super Bowl” and it will encourage people to go to the visitIndy.com web site to view Super Bowl attractions and make hotel reservations. The ICVA operates a reservations system for area hotels.

PriceWaterHouseCoopers released a study projecting visitors will spend $200 million in the host city at this year’s Super Bowl.

While the vast majority of that amount will be spent on Super Bowl Sunday and the three days leading up to it, sports economist Andrew Zimbalist said host cities can boost visitor spending 5 percent to 10 percent by drawing people to the city seven to 10 days before the event.

“We think drawing people here the weekend before and early the week of the Super Bowl is a great way to add on to the economic impact of the Super Bowl for Indianapolis’ businesses,” Gahl said. “All this is an attempt to drive more traffic to our area hotels, restaurants and other businesses.

“We know a lot of people want to experience the Super Bowl atmosphere, but may not think it’s possible. With Indianapolis’ central location and with what we have available, we want people to know the Super Bowl experience could be more accessible to them than ever.”


  • tourism
    Honestly, if I did not live in Indianapolis I could not think of a single reason to visit.
  • 2012 Super Bowl Rap
  • Really?

    How come Phoenix doesn't beg people in other cities to come to the Super Bowl when they host it? New Orleans? Dallas? Miami? It just seems like the city is trying a little too hard to draw attention to itself.

    As I said earlier, we don't need to tell people in other cities to come to our Super Bowl--they'll come on their own regardless. This isn't some podunk town in the Upper South that no one has heard of and has absolutely nothing to offer. By the way, if Cincinnati or Chicago wants a Super Bowl, they can put together a package and get one, just like we did.
  • Amazing ignorance
    To WOW: You are clueless. Any successful enterprise does marketing to make sure it has customers. It is also very stupid to think that people from Los Angeles (over 2000 miles away)or New York (almost 1000 miles away) will fly in for a day or two the week before the SB weekend. This effort is aimed at getting nearby folks to drive in for a day or two - and the only people that can do that are people that live 2 - 3 hours away -- ie Cincy, Louisville and Chicago.
  • Target new markets
    Perhaps targeting motivated sports fans in the top 5 winning NFL cities would be a stronger marketing plan, than targeting the usual regional markets within driving distance.

    2012 ESPN NFL Power Rankings

  • How pathetic
    Complete waste of money, and a glaring reminder of the low self-esteem of Indianapolis.

    Why does the city need to "recruit" visitors from states like Kentucky for the Super Bowl? Do they think that people in Kentucky don't know when the game is? Guests are going to visit the city regardless of when or where the game is held due to the nature of the event. Furthermore, if you're going to "recruit" visitors, why not recruit them from places that have money, like Los Angeles and New York? Kentucky isn't exactly one of the wealthiest states.
  • ROI on $750 million Stadium?
    Hope this is a huge success.

    Years of planning and tens of millions of taxpayer funds at risk even after the "$25 million" of "private" funds intended to cover all Superbowl obligations.

    CIB and NFL Sign Lucas Oil Stadium Agreement For Super Bowl Season


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