The Basement has been the paid media agency of record for this Northern Indiana destination since 2016. Nearly eight years in the making, this partnership has been on quite the journey. What started as a straightforward geotargeting, paid search and social media campaign, has now blossomed into an incredibly diverse marketing communications mix. With the recent additions of public relations and brand creative, the team has been able to generate increased top-of-the-funnel awareness while also digging deeper into the customer journey, encouraging travelers to book their trip to The Bend.
At its core, all marketing strategy begins with storytelling. Combining the powers of paid media, brand creative and traditional public relations to tell these stories can blow away strategic goals and generate incredible brand awareness with targeted and niche audiences.
In just under two years, the Basement’s modern tourism marketing strategies have helped contribute to $13,860,561 in enriched total revenue for Visit South Bend Mishawaka.
2023 YTD Combined Marketing Communications Campaign Performance
New Website Users
Leveraging Micro Influencers and Vertical Video Content to Help Your DMO Stand Out
Impactful Tactics as Marketers Plan for a Busy Travel Season
Back to Basics: A beautiful brand is the first step in generating awareness
Comprised of eight unique counties in the southern third of the state, Discover Southern Indiana exists to draw visitors to the area by “removing county lines” to promote regionalism and provide a better tourism experience. Given the wide variety of experiences available in this area, this is no small task.
DSI approached us about supporting these efforts as the organization’s agency of record to encompass earned media, paid media, and creative support. After a thorough need assessment process, all were in agreement that the brand’s visual representation could use a facelift, and fell short of fully communicating the broad range of outdoor recreation, food and drink options, and cultural and architectural significance of the area. The team got to work creating a set of versatile assets that displays the diverse region’s dynamic offerings, while still remaining cohesive through a muted, earthy color palette that evokes Southern Indiana’s signature rolling hills.
With the foundation laid, our team is hard at work together expanding on DSI’s brand awareness through organic social media support, media relations, event promotion, influencer partnerships, paid media support, website direction, and blog and newsletter copy.