CHALLENGE

For Visit Indy, the Official Host of Indianapolis, we sought to disrupt time-worn misconceptions about Indy – with a marketing approach aimed to influence the “Jen Jones” market segment to foster growth in web traffic, summer hotel bookings and tourism revenue.

APPROACH

Challenge the challenge. Our segmentation research identified not one but nine different audiences. We developed targeted, curated experiences delivered, not via TV, print and out-of-home, but with a data-informed, all-digital marketing strategy which Visit Indy was exploring for the first time.

OUTCOME

The experiences we illuminated, media strategies we developed and our targeted, compelling creative delivered significant growth in website traffic, overall engagement and ROI. Together with Visit Indy, we’ve generated three consecutive years of record growth in hotel bookings for our city.

RESULTS

32

increase in web traffic

400

weekend room nights booked

365

Summer only to year-round

All Roads Lead
To A Nimble,
Data-Informed
Approach

INSIGHT

We explored beyond traditional demographics in taking a closer look at our target audience. We discovered that we shouldn’t just be looking to attract Jen Jones, her kids or their minivan. There are nine audiences to whom we should be targeting meaningful messaging in telling Indy’s real story. That message? Indianapolis is a hotbed of culture with a world-class foodie scene, trendy neighborhoods, blockbuster sporting events and world-class attractions. Visit Indy felt they could accomplish all of this – more effectively and cost efficiently – with a digital strategy and looked to us to make it happen.

SOLUTION

We consulted with Visit Indy to develop a collection of curated experiences that aligned with its nine audiences. Each included specific hotels, restaurants, attractions and other items of interest we could communicate as compelling reasons to visit. We then applied an innovative mix of measurable rich media, display, mobile and social strategies that aligned with search and retargeting strategies to guide the consumer journey. After 15-years of employing traditional strategies, Visit Indy’s digital-only approach proved to be as smart as it was unprecedented in the category.

SOLUTION

We consulted with Visit Indy to develop a collection of curated experiences that aligned with its nine audiences. Each included specific hotels, restaurants, attractions and other items of interest we could communicate as compelling reasons to visit. We then applied an innovative mix of measurable rich media, display, mobile and social strategies that aligned with search and retargeting strategies to guide the consumer journey. After 15-years of employing traditional strategies, Visit Indy’s digital-only approach proved to be as smart as it was unprecedented in the category.

The Basement is helping Visit Indy produce record-setting tourism results by marketing the city and enhancing the perception of Indy through a fully integrated marketing campaign. Their team is research-driven, results-oriented, creative, and fun to work alongside.”

– Chris Gahl, Visit Indy

Strategic media and messaging decisions drive success of innovative digital campaign for dynamic and growing DMO.

mid image

Strategic media and messaging drive innovative digital campaign.

Streamlined paid search
Analytics
Media targeting/retargeting
New targeted messaging
Display
Video
Mobile
Social