The Indianapolis Convention & Visitors Association (ICVA) and the Indianapolis Cultural Development Commission (CDC) are rolling out a regional consumer marketing campaign this week. The ICVA and CDC are joined by 10 cultural organizations as co-op partners for this year’s campaign. Television and radio advertising is being complemented by an aggressive, multi-layered campaign that includes public relations, promotions, email programs, social media, podcasts and Web site enhancements. And, new this year, the campaign responds to high gas prices by running TV spots in the Central Indiana market targeting local residents for “close-to-home” tourism.

The lighthearted, 10-second television spots feature visitors enjoying various attractions while asking the viewers, “This is my Indy; what’s yours?” Indy legends Helio Castroneves and Tony Dungy will join local talent throughout the campaign. The co-op ad campaign includes the Children’s Museum of Indianapolis, Conner Prairie, Downtown Canal, Eiteljorg Museum, Indiana State Museum, Indianapolis Cultural Districts, Indianapolis Motor Speedway, Indianapolis Museum of Art, Indianapolis Zoo and the Slippery Noodle as participating attractions.

The cable/network television ads and radio spots, including live traffic reads, will run for ten weeks this summer in Chicago, as well as Cincinnati, Louisville and St. Louis. TV spots will run throughout Central Indiana, including Indianapolis.

Radio promotions, including on-air prize giveaways donated by Indianapolis attractions, hotels and restaurants, are part of the campaign. Visitors to the ICVA Web site also can register for Win in Indy emails that include prize packages with attraction/event tickets, dining certificates and hotel stays.

The 2008 summer marketing campaign, running from this week until mid-August, is part of a $1 million promotional campaign funded by the ICVA and the Cultural Development Commission and the co-op partners.

Strategic Marketing & Research showed a return on investment of $140 for every $1 spent in advertising in 2007 by the ICVA and CDC. Last year’s campaign created 170,000 incremental trips, 188,000 hotel room-nights sold and $88 million in direct visitor spending.

“We are confident this year’s campaign will be as effective, if not more so,” said Mary Huggard, ICVA Vice President of Marketing & Communications. “We believe these ads will resonate with adults, delight children and drive home the fact that Indianapolis offers many wonderful summer getaways for the entire family that are also affordable and convenient.”

Features for the summer 2008 campaign include the 10-second formats with greater repetition – 10,000 TV spots and 6,000 radio spots. All spots were conceptualized, scripted, produced and edited in-house at the ICVA’s new editing suite by ICVA’s Creative Director Bill Hendrickson, Video/Marketing Manager Seth Hancock and Electronic Communications Manager Jeff Robinson.

In addition, the ICVA has added enhancements to its Web site, including packages and an aggressive social media campaign. Visitors to the website can now add their own ratings of restaurants, attractions, hotels and other venues, as well.

The mission of the Indianapolis Convention & Visitors Association is to advance Indianapolis tourism and economic growth. The ICVA seeks to increase the number of visitors and their financial impact, expand positive perception of Indianapolis, and positively influence the visitor experience. According to a Global Insight report, in partnership with D.K. Shifflet & Associates, 21.9 million visitors annually provide $3.56 billion in total annual economic impact of tourism on the Indianapolis economy resulting in 66,621 full-time equivalent employment positions in the hospitality industry.