Case study: Indianapolis Convention & Visitors Association
In spring 2012, the ICVA partnered with SMARInsights to gather feedback on a proposed new advertising campaign.
SMARInsights held a series of six focus groups in three cities to gather information that would help refine and finalize the concepts to maximize the impact of the advertising. In addition, the
research helped assess ICVA’s current brand position, and explored options for better positioning the city.
The results were key insights about trip motivations and destination selection for “escapes” and “getaways” (which were found to be different), information
gathering, and image considerations including the use of “Indy” vs. “Indianapolis.” These findings enabled ICVA to sculpt an advertising campaign that equipped consumers with the kind of
information they need to choose Indianapolis as a leisure trip destination.