For Immediate Release: October 09, 2023
Media Contact: Max Wing | max@downtownindy.org
More Than A Mile Square: Downtown Indy, Inc. announces launch of paid marketing campaign
INDIANAPOLIS – Today, Downtown Indy, Inc. (DII) announced the launch of its comprehensive paid marketing campaign addressing public perceptions about Downtown safety and vibrancy. Aimed at residents living across Indianapolis and in adjacent suburbs, the campaign reaffirms Downtown’s position as a hub for arts and culture and one-of-a-kind events and experiences, 365 days a year. With the primary tagline At the Center of It All, key audiences are reminded that Downtown holds the key to all experiences they crave – the place to find all their bests, mosts, and favorites.
“With Downtown’s thriving art and culture scene, world-class institutions, and more than 350 restaurants, bars, and coffee shops ripe for exploration, we’re excited to spotlight what makes our Mile Square great for all walks of life,” said DII President & CEO Taylor Schaffer. “This paid marketing campaign both introduces and reminds our key audiences how to enjoy weekends and weekdays in Downtown, whether you’re a family of four, a young professional new to the city, or a recent retiree. We hope this campaign helps to inspire people in Central Indiana to see themselves in Downtown and take action.”
Rolled out across various promotional channels including social media, print, and outdoor signage, the campaign incorporates photography from some of the Downtown’s most iconic events and venues to reach three primary audiences – Urban Professionals, Family-Oriented City Dwellers, and Arts & Culture Enthusiasts. Based on market research around consumer trends and preferences, the audiences are invited to imagine themselves experiencing the excitement and vibrancy of Downtown for themselves. From walks along the Downtown Canal to Sundays at SPARK on the Circle, each visual element points out how accessible, connected, and convenient Downtown is when it comes to having fun. Consumers are also invited to share their own Downtown experiences on social media with the hashtag #MoreThanAMileSquare.
DII’s campaign, executed in partnership with the Capital Improvement Board and Well Done Marketing, began in mid-August with a new round of creative assets expected to hit airwaves, billboards, and digital channels later this month. Paid marketing assets also aim to spotlight DII members and how their programming, venues, and events speak to the interests of the campaign’s target audiences. Examples include authentic German festivities at The Athenaeum, live music at the Indianapolis Zoo, and craft beer exploration at Sun King Brewing. The campaign will conclude in late December followed by an assessment of its performance and planning for future campaigns.
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About Downtown Indy, Inc.
Founded in 1993, Downtown Indy, Inc., a public/private partnership existing to improve Downtown, is also known as Indianapolis Downtown, Inc. As a private, not-for-profit organization, Downtown Indy, Inc. is uniquely positioned to address issues that affect the area’s growth and well-being. Downtown Indy, Inc. focuses on development, management, activation, and marketing to advance Downtown as a great place to live, learn, work, and play.
