Borshoff partners with the Indiana Destination Development Corporation (IDDC) to
help real Hoosiers shine during March Madness
To capitalize on Indiana’s presence in the spotlight during March Madness, the Indiana Destination Development Corporation partnered with local Advertising and Public Relations agency Borshoff to create an attention-grabbing national campaign – #myINcrowd. The campaign showcases Indiana as a great place to live, work, study, stay and play.
In less than three weeks, Borshoff created and launched a compelling, wholly authentic, campaign featuring voiceovers by David Letterman and videos with Sage Steele. The campaign highlights Indiana’s most valuable asset – its people – through a combination of digital, social and display advertising; streaming and online video; and search engine marketing; as well as earned media and social media.
Straying from the conventional, event- and attraction-focused destination marketing, the #myINcrowd campaign highlights individuals and celebrates (and engages) the unexpected, everyday people who make Indiana unique. Some of these individuals include Richard Worsham of Janus Motorcycles in Goshen, Jayne During of Kuaba Gallery in Carmel, Khaz Brooks of Wolf Park near Lafayette, and others.
In addition to paid media is an organic social media campaign, #myINcrowd, and an earned media campaign. After just two weeks of implementation and without a large budget, the campaign has already seen promising results.
- The paid campaign has generated 13.4 million impressions
- IDDC website users are up 155 percent over 2020
- The organic social media campaign #myINcrowd has generated more than 200 mentions
- Earned media coverage has resulted in media placement in the Indianapolis Star, Indianapolis Business Journal, Inside Indiana Business, WISH-TV, Ch. 8, WXIN-Fox 59, and several other statewide media outlets