Back Downtown

Opportunity

Recent months have brought upon increased concern for the health and safety as well as the long overdue national reckoning with racial injustice. Many local Indianapolis residents, business owners, and commuters still remain unsure of how to move forward in a measured way. With new safety operations and beautification funding and opportunities to increase exposure of Black-owned businesses in the City of Indianapolis, local residents and employees working downtown can gain confidence that Indianapolis is a safe inclusive, diverse, and thriving place to be. Downtown Indy, Inc. enlisted the expertise of Section 127 to launch a marketing campaign to remind everyone that there is much to love about Downtown.

Solution

Downtown Indy, Inc.’s Recovery Committee made it clear that image of Downtown needed to be revived; gain the confidence of Downtown residents and workers, remind them it is safe and ready to be thriving again, even amidst COVID; and to encourage residents beyond Downtown to try it again.

We unveiled a new city-wide initiative to encourage residents to patronize Downtown businesses and reinvigorate Downtown pride: Back Downtown.

This concept serves as a rallying cry and inspires residents to discover Downtown again. It promotes the interconnection of all Downtown residents/attractions and the power of a united front. Downtown IS a thriving place. Play, eat, shop Back Downtown. Additionally, the double entendre is the notion that residents and businesses support or Back Downtown.