Branding Indianapolis

As an Indianapolis branding firm specializing in destination marketing and tourism, we’re fascinated by what makes one city so unique compared to another. Sure, geography and regional culture play a big part, but what’s that one thing, that gut feeling that you and most people get when you hear or think of “Indianapolis?” And most importantly, what do those outside the city think and feel about it? What is Indianapolis’ Brand?

When I travel (especially outside the Midwest) and I tell someone I’m from Indianapolis, what response do I hear most? “So, you’re a race fan.” or “Are you a Colt’s fan?”

As it turns out, I’m a huge Colts fan and I’ve been to the race a few times. I’m proud to have both world class organizations here in Indy. But, do Peyton Manning, and a 2.5 mile oval track define the brand of Indianapolis? If that’s all someone knows and it’s the first thing that comes to their mind, then yes. To some the Colts and the 500 are Indianapolis. That’s not a bad thing. But does it tell the whole story?

In 2009, the ICVA (Indianapolis Convention and Visitors Association) launched a new Indianapolis branding campaign. Anyone know what it is? Neither did I — until today. “Raising the Game” is the new tagline for ICVA’s multi-million dollar campaign to attract conventions and tourists to Indianapolis. Like many others, I think the concept behind the message is simple and powerful. It’s a great rallying cry for civic leaders, businesses and residents. “Raising the Game” is a sports metaphor — a challenge for Indianapolis to do better, raise the bar, kick it up a notch. No doubt, Indy has been making huge investments in the notch-kicking department: a new football stadium, a new airport, a new convention center…. all have “raised the city’s game.”

But is this Indianapolis branding message relevant to families in rural Illinois, Ohio or even in northern Indiana, who are planning a getaway weekend this Summer? What does it mean to groups who might be considering Indianapolis for their next convention? A brand can’t be everything to everybody, but the first and last gut check before launching a new brand should be, “Is it relevant to the customer?”

Despite a slashed budget, I think ICVA and their advertising agency have done a commendable job in creating a marketing campaign to bring attention to Indianapolis as a tourism destination. And maybe the city’s professional sports history (The Colts, Pacers, The Indianapolis 500) might just be ticket as the underpinnings of Indianapolis’ brand. But “raising the game” only speaks to part the audience.

While some loved it and others hated it, “Wander Indiana” (Indiana’s tourism slogan until around 1990) at least had a call to action that spoke to both internal and external audiences.

What do you think of “Raising the Game?” What defines Indy’s brand to you?