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Visit Indiana

A Site Worth Exploring. Getaways Worth Sharing.

Campaign Leads to Microsite with Great Results

Total Interactions + 113%

Hooray for travel season! As the weather begins to warm up, people start planning for spring and summer trips. We love helping them get to know about all the great places right here in Indiana for summer travel. Six partners around the state helped to fund a campaign we called Getaways Worth Sharing. In the campaign, we featured those six partner destinations and reached audiences in Chicago, St. Louis, Louisville, and Indiana through TV commercials, outdoor boards, online advertising, magazine ads, and emails. All the creative led to an interactive campaign microsite that we rehauled to make it even more helpful to visitors. And thanks to those changes, total interactions with the site increased 113% over the previous year.


What changed? The microsite included an interactive, four-question quiz to help visitors learn about destinations that match their preferences. For starters, are you traveling with kids? If yes, here’s your next question. If not, here’s a different question, and so on. The site also had interactive maps so people could find nearby places to eat, things to do and where to stay. Thanks to these new features, the average number of interactions per site visit doubled from the previous year.

Ultimately, we added so much fun content to the site that for every dollar Indiana Tourism spent driving people to it, the cost per conversion went down 32% from the previous year. And those six partners who invested in the campaign? They were happy, too. Site interactions on their respective microsite pages increased by 147%.

...the average number of interactions per site visit doubled from the previous year.


  • Services
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  • Client
  • Visit Indiana
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  • Tourism

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