April @ the House
Evenings @ the House- Thursday, April 20
Branding Innovation- NEW Statewide Tourism Brand
Presentation by Carrie Lambert, Marketing Director,
Indiana Office of Tourism Development
Carrie presented the process and research behind the new tourism brand released Wednesday, April 19, 2006.
New brand:
Indiana- restart your engines
www.visitindiana.com
The new brand implies the familiar racing of the state while also highlighting the ways to relax, rejuvenate and have fun in Indiana.
The Indiana Tourism Development office has eight staff members. It is one of the only state agencies that works beyond state borders to try to attract tourists. The Indiana Tourism office ranks 43rd in budget in the US and is the lowest in the Midwest. Indiana is a get-away destination and competes with Ohio and Michigan. The offices key partners are local convention and visitors bureaus and individual attractions across the state.
In 1998, the brand “Enjoy Indiana” was released after a long standing brand of “Wander Indiana.” Since early 2000, Indiana’s tourism slogan has been beat by MI, IL and KY. IN has only beat OH in the brand testing. Indiana needed a more progressive message.
The Tourism office conducted focus groups to test the old brand with the new…and the new brand tested even higher than the old brand ever had in key target markets.
To follow-up the brand, sample ad executions were developed. For the first time, a National Geographic photographer was hired to shoot the ad photos.
This does NOT replace the state motto.
ATTENDEE COMMENTS:
• Everyone should work to embrace the brand, understand the process.
• We should use the images that help develop unique assets of that state with the brand.
• The office should take inventory of the state’s WIDE variety of unique assets and use with the brand (identify niche markets)
• Q: What do with more $$$? A: Media buys; product development
• Q: How measure success? A: Ad effectiveness campaign- $30,000; increase line item in budget
• Q: The brand could be considered Indy-centric, is it? A: People think of all of Indiana with racing
• Don’t apologize for Indy- it is what people from other states/countries know!
• Idea: Highlight unique assets using public television (ex. syndicate WFYI- Across Indiana)
• Q: Speak to the graphic design, A: Softness of new logo- curvy/relaxed
• Q: How will the website change? A: The website is currently designed by region and will be redesigned to have a cleaner look and feel.
• Suggestive shopping would be cool on-line!
OTHER
May 13-Sept. 4- partnership with Kroger and at places across state- discount cards with new brand will be distributed.
Spring campaign will begin April 24 and will run for three weeks. The campaign for August is still to be determined.
MORE INFORMATION:
Carrie Lambert
clambert@VisitIndiana.com
317.234.2081
Branding Innovation- NEW Statewide Tourism Brand
Presentation by Carrie Lambert, Marketing Director,
Indiana Office of Tourism Development
Carrie presented the process and research behind the new tourism brand released Wednesday, April 19, 2006.
New brand:
Indiana- restart your engines
www.visitindiana.com
The new brand implies the familiar racing of the state while also highlighting the ways to relax, rejuvenate and have fun in Indiana.
The Indiana Tourism Development office has eight staff members. It is one of the only state agencies that works beyond state borders to try to attract tourists. The Indiana Tourism office ranks 43rd in budget in the US and is the lowest in the Midwest. Indiana is a get-away destination and competes with Ohio and Michigan. The offices key partners are local convention and visitors bureaus and individual attractions across the state.
In 1998, the brand “Enjoy Indiana” was released after a long standing brand of “Wander Indiana.” Since early 2000, Indiana’s tourism slogan has been beat by MI, IL and KY. IN has only beat OH in the brand testing. Indiana needed a more progressive message.
The Tourism office conducted focus groups to test the old brand with the new…and the new brand tested even higher than the old brand ever had in key target markets.
To follow-up the brand, sample ad executions were developed. For the first time, a National Geographic photographer was hired to shoot the ad photos.
This does NOT replace the state motto.
ATTENDEE COMMENTS:
• Everyone should work to embrace the brand, understand the process.
• We should use the images that help develop unique assets of that state with the brand.
• The office should take inventory of the state’s WIDE variety of unique assets and use with the brand (identify niche markets)
• Q: What do with more $$$? A: Media buys; product development
• Q: How measure success? A: Ad effectiveness campaign- $30,000; increase line item in budget
• Q: The brand could be considered Indy-centric, is it? A: People think of all of Indiana with racing
• Don’t apologize for Indy- it is what people from other states/countries know!
• Idea: Highlight unique assets using public television (ex. syndicate WFYI- Across Indiana)
• Q: Speak to the graphic design, A: Softness of new logo- curvy/relaxed
• Q: How will the website change? A: The website is currently designed by region and will be redesigned to have a cleaner look and feel.
• Suggestive shopping would be cool on-line!
OTHER
May 13-Sept. 4- partnership with Kroger and at places across state- discount cards with new brand will be distributed.
Spring campaign will begin April 24 and will run for three weeks. The campaign for August is still to be determined.
MORE INFORMATION:
Carrie Lambert
clambert@VisitIndiana.com
317.234.2081
posted by Indiana Humanities Council @ 5:54 AM
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