Indianapolis 'Raising the Game' with New Destination Brand

In pursuit of more meetings and conventions business, the Indianapolis Convention & Visitors Association (ICVA) has launched a new brand for the City of Indianapolis.

Bearing the tagline, "Raising the game," the new brand is intended to showcase more than $3 billion in new tourism-related product that's currently under development in Indianapolis. Opening by 2011, that development most notably includes a doubled Indiana Convention Center and significant hotel growth, at the center of which is a 1,626-room Marriott hotel complex adjacent to the convention center.

"Around the world, Indianapolis' name is synonymous with the spirit of competition," ICVA Senior Vice President of Marketing and Communications Warren Wilkinson said in a statement. "With every structure we build, every event we stage and every attraction we display, we set new national standards. Our new brand strategy leverages this competitive spirit."

In order to build its new brand, ICVA spent more than six months researching travel trends and interviewing meeting planners. In addition to the new slogan, the result is 10 new 15-second television ads airing throughout the Midwest—in St. Louis, Cincinnati, Louisville and Chicago—beginning next week.