Step 01
Open-Source Campaign
We built a campaign framework any Indiana organization could adopt - giving 600+ partners the tools to share their own genuine stories across digital, social, and traditional channels.
600+
Organizations Activated
Destination Marketing
We didn't just advertise Indiana - we redefined how people see it.
The Challenge
How WeCreate Helped
Put Indiana
Back on the Map.
When the Indiana Destination Development Corporation needed a partner to transform how the world sees Indiana, they didn't just need an agency. They needed a team that was genuinely invested in the state's future. What followed was a multi-year partnership that expanded possibilities for destination marketing, proved that bold creative bets pay off, and kept getting better every single year. Here's how it happened.
Our Expertise
Services
Delivered.
Campaign Strategy
Broadcast & Streaming TV Advertising
Digital Advertising
Audio (Script Development / Placement)
Out of Home
Social Media
Brand Development
Open-Source Campaign Architecture Partner Activation
Reporting & Analytics
Paid Media
Impact You Can't Miss
The numbers
tell the story.
$126.3M
Incremental visitor spending generated by the 2023 spring & summer campaign.
2023 Longwoods ROI Study
$86:1
Return on investment - every $1 in advertising generated $86 in visitor spending.
2023 Longwoods ROI Study
802k
Additional trips to Indiana that would not have happened without advertising.
2023 Longwoods ROI Study
600+
Organizations activated to share their own Indiana stories statewide.
Campaign Total
Proof in Numbers
A bold campaign with
bolder results.
| Metric | In-State | Out-of-State | Total |
|---|---|---|---|
| Spending ROI | $111 | $86 | $89 |
| Tax ROI | $12 | $9 | $10 |
For every $1 invested in advertising, Indiana earned $89 in direct visitor spending and $10 in state taxes.Source: Longwoods International 2023 ROI Study
$149.9M
In Incremental Visitor Spending
The 2023 campaign produced 1 million incremental trips to Indiana, generating an $89:1 spending ROI and a $10:1 tax return.
210M
Total Ad Exposures Across Digital, Social, OOH, and TV in 2023
How We Did It
The milestones
that changed the map.
Step 02
Omni-channel Paid Media
210 million ad exposures reached travelers across digital, social, OOH, and TV. Digital led at 93 million recalled exposures. Social media was most cost-efficient at $11 per 1,000 exposures.
210M
Total Ad Exposure (2024)
Step 03
Brand Health at Scale
Campaign-exposed travelers rated Indiana higher on every image dimension evaluated - sweeping all 11 Hot Button destination attributes tracked by Longwoods International.
11/11
Hot Button Attributes Improved
Step 04
The Numbers Keep Getting Better
Great agencies improve. The best agencies improve dramatically with the same resources. By shifting from impressions to conversions, the team generated over 76,000 more clicks through sharper targeting and creative quality. Less spray, more precision.
295%
Increase in Click-Through Rate
Step 05
The Budget Grew Because the Results Earned It
The truest measure of a campaign's success isn't press mentions or awards. It's what the client does next. Year over year, the state's confidence grew alongside the numbers, ultimately translating into a 7.5x budget increase.
7.5x
Budget Growth
The Work
The campaign
in action.
Brand Perception Shift
11 hot button issues
all improved.
Campaign-exposed travelers rated Indiana significantly higher across every image dimension evaluated - a clean sweep of all 11 Hot Button attributes Longwoods uses to measure destination competitiveness.
TRAVELERS EXPOSED TO THE CAMPAIGN SHOWED MEASURABLE IMPROVEMENTS IN PERCEPTIONS OF INDIANA AS A PLACE TO VISIT, LIVE, WORK, RETIRE, AND START A BUSINESS - AMPLIFYING THE CAMPAIGN'S VALUE FAR BEYOND TOURISM.
Brand Perception Shift
The Long Game
Three years. Compounding results.
Campaign-exposed travelers rated Indiana significantly higher across every image dimension evaluated - a clean sweep of all 11 Hot Button attributes Longwoods uses to measure destination competitiveness.
2022 : LAUNCH YEAR
$109.6M
In Incremental Visitor Spending
We built a campaign framework any Indiana organization could adopt - giving 600+ partners the tools to share their own genuine stories across digital, social, and traditional channels.
2023 : GROWTH YEAR
$16.5M
In Incremental Tax Revenue
The 2023 campaign generated $16.5M in incremental tax revenue for Indiana - a $10 return for every $1 invested in advertising, and $4.4M more in taxes collected than the year prior.
2024 : EXPANSION YEAR
Brand Health
at Scale
Campaign-exposed travelers rated Indiana higher on every image dimension evaluated - sweeping all 11 Hot Button destination attributes tracked by Longwoods International.
3-Year Out-of-State Total
2.8M
Incremental trips · $397.9M in incremental spending · $44.2M in taxes that would not have been collected without these campaigns.
Beyond Tourism
The ripple effect.
Great destination marketing doesn't stop at hotel bookings. IDDC's tourism advertising meaningfully improved Indiana's image for economic development - shifting how people perceive the state as a place to build a life and a business.
60%
More people saw Indiana as an ideal place to live after campaign exposure.
124%
Increase in those considering Indiana for career opportunities.
100%
Affirmed Indiana as a viable startup hub worth seriously considering.
175%
More people viewed Indiana as a prime vacation home destination.
Ready to redefine how people
see your destination?
Let's build something that moves the needle - and the people.
Let's Talk