A Brand That Makes People Sit Up and Take Notice

2017 #H2G Summer Campaign


Indiana had another record-breaking year for tourism in 2017, with increases in both the number of visitors here and the amount they spent while they were visiting. Williams Randall has been Indiana Tourism’s marketing partner since 2008, and this was the fourth year for the comprehensive marketing campaign using the Honest-to-Goodness Indiana brand.

Partnering with specific destinations across the state, we delivered the #H2GIndiana message through TV, radio, outdoor and online ads, all with the goal of driving to Visit Indiana’s summer landing page. From there, we wanted visitors to move away to the partners’ sites, and boy did we succeed! Outbound clicks to the partner websites increased 328% over the previous campaign.

A brand that makes people sit up and take notice. That’s Honest-to-Goodness Indiana.


Our Responsibilities: Analytics, Campaign Strategy, Concept Development, Content Strategy, Copywriting, Creative Services, Design, Media Buying, Media Planning, Mobile Website Design, Online Advertising Strategy, Radio Concept Development, Radio Production, Responsive Website Design, Search Engine Optimization, Strategy, TV Concept Development, TV Production, Web Development - Back-end, Web Development - Front-end, Website Design, Website HTML

Client: Visit Indiana

Industry: Travel/Tourism/CVB