Visit Indy says this weekend’s 100th Running of the Indianapolis 500 will generate more than $330 million for the local economy, and that impact will be felt well beyond the hospitality industry. Torchlite Digital Marketing Chief Marketing Officer Shawn Herring says the race provides "global exposure" and an opportunity to perform in front of a large, passionate audience. Litz Real Estate President Brad Litz says a newly-announced partnership with driver Tony Kanaan has resulted in a spike in web traffic from around the world.
Litz says the race is also a good illustration of Indianapolis’ quality of life offerings. He says it’s an important asset to showcase to buyers who want to be close to amenities like parks and trails, and want easy access to big events.
Torchlite has also announced a driver partnership. The company is helping Pippa Mann push an Indiegogo crowdfunding campaign to raise money for breast cancer research. Herring says the effort is a great opportunity to show "what digital can do" to a large group of business leaders and decision makers. After the race, he says the company will conduct a case study on the campaign to see what worked, what did not and how the company performed in helping an organization hit its specific goals. Torchlite leaders also plan to reconnect with people they met during the campaign to promote the company’s platform.
"The Indy 500 is a rare opportunity for businesses, marketing or otherwise," says Herring, "to truly harness an event that’s in our backyard, not just for a month, but for a year plus if it’s done right."
Herring says the work continues after the race.
Litz says the race is also a good illustration of Indianapolis’ quality of life offerings.