Don’t let the Bismark sink.
We created campaign assets including billboards, social media + digital display ads, and a blog post in the form of a love letter to Bloomington. All of these creative assets were signed with a “Love, Bloomington” signature graphic. Leaning into nostalgia, the imagery and content was designed to encourage alumni to keep game day alive in Bloomington. We shared all of the best ways to enjoy Bloomington safely, including dining outdoors at favorite spots such as Nick’s, The Irish Lion, and Buffa Louie’s.
Bloomington called. And fans answered.
Following the campaign launch, hotel capacity jumped to 70%—up by nearly 1,000 rooms from the previous weekend. Capacity continued to steadily grow, with an increase in bookings from mid-September to the end of October. Short term rental options, like AirBnB, increased by over 50% during the fall season.
Visit Bloomington’s website traffic from target drive-to markets was up 50% compared to the same time last year. Social posts garnered significant engagement as well, with 700+ comments, 900+ shares, and a total of 15,560 link clicks for the entire campaign.
As a result of the campaign, Bloomington saw some of its highest visit rates of the year. During those weeks, families with strollers could be seen decked out in IU gear. Couples and girlfriend groups were shopping, dining, and enjoying the fall weather downtown.