The Indianapolis Convention & Visitors Association and the Indianapolis Cultural Development Commission have launched an in-state ad campaign promoting local tourism.
The campaign, which will also run in Chicago, Cincinnati and St. Louis, uses high gas prices to entice residents to be a tourist close to home.
The 2008 campaign spots will be shown 10,000 times over the course of the summer. The light-hearted, 10-second spots showcase visitors to local attractions such as the Children's Museum, Conner Prairie, Eiteljorg Museum, Indiana State Museum, Indianapolis Zoo and the Slippery Noodle. Indianapolis Colts coach Tony Dungy and Indianapolis 500 champion Helio Castroneves are among those who will appear.
Another 6,000 spots will be heard on various radio stations.
The ICVA said last year's campaign had a return on investment of $140 for every $1 spent in advertising. Those ads sparked 170,000 trips, 188,000 hotel room-nights sold and $88 million in direct visitor spending, according to the ICVA.