Visit Hendricks County - Awareness Up, Costs Down

Aware households increase by 206%!

Gallery Case Study

Located just west of Indianapolis off I-70, Hendricks County is a convenient, family-friendly destination for travelers. Visitors have lots of options of things to do, from great outdoor recreation to one-of-a-kind shopping and dining destinations. Visit Hendricks County, the local convention and visitors bureau charged with attracting travelers to the welcoming communities, made a big change in its media placements in 2015 with significant results.

Case Study

A switch from print to airwaves

While Visit Hendricks County’s (VHC) budget didn’t change significantly from 2014 to 2015, where the dollars went did change. Print advertising all but went away from the mix and was replaced with Pandora online ad streaming, which was accompanied by an online display ad that clicked through to a VHC landing page. There were also traditional radio buys in select markets. Visit Hendricks County promoted both summer and fall travel. The campaign also included a landing page, search engine marketing and analytics.

Awareness up—cost per household down

All the numbers were good news when the 2015 work was studied in comparison to 2014. Specifically, households that were aware of the Williams Randall-created work in 2015 were up 206% from the previous year. At the same time, the cost per household went the opposite direction. It decreased 32.5%, landing VHC well below the industry average. Additionally, the number of trips taken that were influenced by the advertising was up 113% over 2014. Ultimately, VHC wants visitors to come to the area and spend money. We garnered success there, too, as the economic impact increased 14% over 2014.

Message gets through loud and clear

The work Williams Randall did for VHC scored above average for making consumers interested in visiting the area. The radio/Pandora spots were centered around family travel, and the research done on the year’s work scored very high in communicating those activities:

  • Is a good place for families
  • Has outdoor recreation
  • Is a good place for a weekend getaway
  • Has a variety of things to do
  • Is fun


Our Responsibilities: Analytics, Concept Development, Copywriting, Creative Services, Design, Media Buying, Media Planning, Strategy

Client: Visit Hendricks County

Industry: Travel/Tourism/CVB