In the Spring of 2010, the Hendricks County Convention and Visitors Bureau (HCCVB) â€“ seeking to aggressively expand its marketing and promotional efforts â€“ selected ZMP as its Agency of Record from a field of 17 firms.
Within the past two years, ZMP â€“ in partnership with the HCCVB staff â€“ played a key role in redefining the Bureauâ€™s approach to tourism marketing and, in the process, created the â€œCome Stay & Playâ€ brand currently featured on its website and in its marketing materials.
In working with the HCCVB, the primary objectives included:
â€¢ Build brand awareness of the Lottery as a source of entertainment (promoting fun and â€œresponsibleâ€ playing)
â€¢ Build ever-increasing sales
â€¢ Build Powerball/Draw game (Hoosier Lotto, Lucky 5, Daily 3 & 4, Daily Millions) players throughout the year, while continuing growth of scratch-off game players
Around the theme â€œTour Hendricks Countyâ€, ZMP created a brand positioning known as â€œCome Stay & Playâ€. The positioning is prominently featured on the HCCVB website, its Visitors Guides and promotions.Â In carrying out this approach, HCCVB utilized ZMPâ€™s creative, strategic marketing and restaurant/retail experience, together with its advertising/interactive social media and public relations expertise to aggressively promote Hendricks County.
Among the successful campaigns developed by ZMP included â€œHendricks County Holly Daysâ€ (in 2 successive years) and â€œFive Gallon Tripâ€. ZMP also created materials used by HCCVB during the Super Bowl and March Madness.