Indianapolis Convention & Visitors Association Becomes 'Visit Indy'

Effective immediately, the Indianapolis Convention & Visitors Association (ICVA) — the official destination marketing organization for Indianapolis — is doing business as Visit Indy, it announced this week.

The result of extensive research over the past year, including focus groups in regional feeder markets such as Chicago, St. Louis and Louisville, the name change is part of a "re-defined marketing brand strategy" to simultaneously grow leisure travel and maximize convention bookings in Indiana's capital city.

"Our target customers have a very wide range of perceptions about Indianapolis," said Visit Indy President and CEO Leonard Hoops. "But even with often inconsistent feedback, a common theme emerged time and again from leisure travelers, meeting planners and locals — people consistently make a positive connection with the term 'Indy.' It doesn't matter if they're saying it, texting it or tweeting it, people associate Indy as a more modern, cool and desirable destination compared to perceptions related to the city's formal name."

Other convention and visitor bureaus have made similar changes over the past few years, including Visit Denver, Choose Chicago, NYC & Company, San Francisco Travel, Destination DC, Visit Orlando and Tourism Toronto.

"Our community has become a global visitor destination over the last four decades and Visit Indy is our closer," said Indianapolis Mayor Greg Ballard. "They continue to do a great job bringing in new convention and tourism business and are key drivers in this $3.57 billion industry for the region."