Hendricks County Convention and Visitors Bureau staff, board members
and MZD staff posing with the "Fast Track to Fun" midget race car.
and MZD staff posing with the "Fast Track to Fun" midget race car.
Tourism Officials Cite Agency’s “Enthusiasm” as Key Factor in Earning Business
INDIANAPOLIS – Citing its enthusiasm, innovation and creativity as key factors in its decision, the Hendricks County Convention and Visitors Bureau recently named MZD Advertising of Indianapolis as its new advertising agency of record.
The decision followed an intense competition in which 17 agencies submitted proposals in vying for the account, according to Ray Volpe, who spearheaded the agency’s effort to earn the tourism business.
“We were most impressed with the enthusiasm MZD showed throughout the selection process and the attention they provided to the task of investing their knowledge in the communities in Hendricks County and the destinations we want people to visit,” said Jaime Bohler Smith, associate director, Hendricks County CVB.
As part of its winning bid, the MZD account team embarked on a day-long road trip and visited every town and city in Hendricks County. From the road trip, it developed a series of post cards featuring a variety of destinations, including the Challenger Learning Center in Brownsburg and the Mayberry Café in Danville, among others. The post cards were presented to the client.
In what could only be described as a tribute to the movie “National Lampoon’s Vacation”, the team presented its journey using a traditional 35mm slide show. “We thought it would be a great touch to go back in time a bit and present the visit as if the folks from Hendricks County were sitting in our living room, so to speak”, said Volpe, noting that the production of the slides required sending the images to a firm in Kansas, as it is one of the few places left nationally capable of making 35mm slides.
In earning the business, MZD – for its agency visit – displayed signs incorporating the Hendricks County CVB’s existing ‘Fast Track’ theme and used a genuine quarter-midget race car as part of a display in its lobby to ‘drive home’ its commitment and build on the messaging the tourism agency had in place.
INDIANAPOLIS – Citing its enthusiasm, innovation and creativity as key factors in its decision, the Hendricks County Convention and Visitors Bureau recently named MZD Advertising of Indianapolis as its new advertising agency of record.
The decision followed an intense competition in which 17 agencies submitted proposals in vying for the account, according to Ray Volpe, who spearheaded the agency’s effort to earn the tourism business.
“We were most impressed with the enthusiasm MZD showed throughout the selection process and the attention they provided to the task of investing their knowledge in the communities in Hendricks County and the destinations we want people to visit,” said Jaime Bohler Smith, associate director, Hendricks County CVB.
As part of its winning bid, the MZD account team embarked on a day-long road trip and visited every town and city in Hendricks County. From the road trip, it developed a series of post cards featuring a variety of destinations, including the Challenger Learning Center in Brownsburg and the Mayberry Café in Danville, among others. The post cards were presented to the client.
In what could only be described as a tribute to the movie “National Lampoon’s Vacation”, the team presented its journey using a traditional 35mm slide show. “We thought it would be a great touch to go back in time a bit and present the visit as if the folks from Hendricks County were sitting in our living room, so to speak”, said Volpe, noting that the production of the slides required sending the images to a firm in Kansas, as it is one of the few places left nationally capable of making 35mm slides.
In earning the business, MZD – for its agency visit – displayed signs incorporating the Hendricks County CVB’s existing ‘Fast Track’ theme and used a genuine quarter-midget race car as part of a display in its lobby to ‘drive home’ its commitment and build on the messaging the tourism agency had in place.
“A key part of winning their business, I believe, had to do with the fact we embraced their ‘Fast Track’ theme and we gave it a new touch,” said MZD Chairman/CEO Allan Zukerman. “All of us – and everyone in the agency – enjoyed working hard to earn their business and we’re excited to help encourage more people to visit Hendricks County and all of its wonderful destinations and attractions”.
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