Visit Indiana: Emmy-Nominated Storytelling That Drives Record-Breaking Results
How Cloud Gate's production expertise and strategic vision transformed Indiana's tourism campaign, delivering 860+ million impressions and a 959% increase in engagement.
The Challenge
When the Indiana Destination Development Corporation (IDDC) set out to elevate the Indiana brand, they faced a critical challenge: years of limited tourism funding had left the state trailing behind regional competitors like Michigan, Ohio, Illinois, and Wisconsin.
With significant new state investment in 2024, the pressure was on to demonstrate economic impact, increase visitation, and prove ROI to taxpayers—all while establishing a foundation for long-term workforce and revenue growth.
The mission was clear: transform Indiana's perception as a destination through authentic, cinematic storytelling that resonates with travelers seeking memorable Midwest experiences.
Campaign Creative: Summer Adventure
Cinematic storytelling showcasing Indiana's authentic summer experiences
Cloud Gate's Production Approach
Cloud Gate brought a cinematic lens to destination marketing, combining high-production value storytelling with data-driven precision to create content that doesn't just inform—it inspires.
Cinematic Storytelling at Scale
Cloud Gate's production team maximized efficiency on location by deploying multiple cameras and a still photographer simultaneously, capturing diverse content angles during each shoot day. This strategic approach allowed us to deliver assets applicable across a broad range of media—from CTV/OTT spots to digital billboards, social content, and print—while utilizing only the necessary crew in the most efficient manner possible.
The media captured during production was intentionally framed and formatted for versatility, enabling seamless incorporation into multiple deliverables including motion graphics, train wraps, streaming audio placements, endemic ads, and sidewalk decals. This multi-format strategy ensured fresh visibility across every touchpoint in the traveler's journey while maximizing the value of every shoot day.
Authentic Storytelling with Cinematic Excellence
Cloud Gate's award-winning production crew collaborated with both professional actors and real Indiana families to capture genuine moments of discovery and connection. This dual approach allowed us to deliver content that feels both aspirational and authentically relatable—showcasing the true spirit of Indiana experiences through our trademark cinematic polish.
By blending professional performance with real family interactions, our production team ensured the authentic joy of each experience shines through in every frame. The result is content that doesn't just look beautiful—it resonates emotionally, inviting viewers to imagine themselves creating their own unforgettable Indiana memories.
Campaign Creative: Family Moments
High-production storytelling that resonates with family travelers
Outstanding Performance and Return on Investment
Cloud Gate's production expertise helped the campaign to not only achieve but exceed ambitious goals, reinforcing Indiana's position as a premier Midwest destination.
Campaign garnered exceptional visibility across all channels and touchpoints
Representing a 959% year-over-year increase in engagement
Significant traffic to summer landing pages with 248% overall session growth
Top-performing ad achieved 150% above industry benchmark with 133% overall CTR boost
Market Leadership
Chicago led the surge with a 175% increase in click-through rates. The campaign's successful execution demonstrated Cloud Gate's ability to integrate cinematic storytelling with strategic precision, transforming Indiana's tourism landscape and setting a new benchmark for destination marketing excellence.
Let's Create Something Remarkable Together
Cloud Gate combines cinematic production expertise with data-driven strategy to deliver campaigns that don't just meet expectations—they shatter them.