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Case Study

Indiana Tourism

Executive Creative Director Don Schindler talks about how creating an interactive application for people to tell their own stories helped set records for The Great Indiana Getaway for Indiana Tourism.

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The Challenge:

• Develop the marketing campaign for late summer 2007.
• Beyond launching a relatively static website, Indiana Tourism had hardly used online efforts.
• Drive web traffic and increase interest in specific locations within Indiana.
• Ranks 42nd nationally in budget dollars.

The Solution:

• Develop a microsite and campaign featuring top destinations.
• Develop contest featuring user submissions and voting.
• Use traditional media to drive traffic to the site to measure results.

The Results:

• More than 90,000 votes in one week.
• More than 3,600 entries.
• 60% increase in unique visits to the site.
• 40% increase in pageviews.