hoosier culture

Indiana natives and outsiders are being asked to “arrive curious” when visiting the state’s capital as part of a new campaign from Young & Laramore for the Indianapolis Cultural Tourism initiative.

Print ads break this week in local newspapers and periodicals that include The Indianapolis Star, Indianapolis Woman and The Indianapolis Recorder. Y&R uses clues in copy to pique interest in the city’s cultural attractions.

“The best places to sit tour,” reads copy in one print ad. Partial snapshots of various attractions are numbered, with an adjacent list offering clues on each photo’s subject. The ad then directs people to a Web site to find out where the photo’s content can be enjoyed.

Sidewalk ads, posters and radio spots round out the campaign, said Ann Beriault, vp, group account director at the Indianapolis shop.

Y&R was awarded a five-year contract for the account in March, subject to annual review, besting five shops.