It’s a phrase you’ll hear often from the Tonic team. To us, it’s about not trying to be all things to all people. About having a bigger presence in fewer areas rather than smaller presence in many. About not trying to do too many things with too little budget. About not diluting your efforts to the point of ineffectiveness. Bottom line, it’s about maximizing budgets and increasing results. So check back often and see what we’re talking about!

Not so much.

As an industry, we have routinely stamped our names on the doors of our businesses, as a choice of pride or arrogance, or maybe, simply tradition. For us, it was time to put a new stamp on the door that better represented what we stand for and what we do. Tonic represents true passion and unlimited energy. And that’s what makes it the perfect culmination of all we do.

Tonic… as in concocting grassroots marketing programs that make sense for each individual client…. as in stirring up the perfect mix of people, ideas and actions… as in fostering relationships that survive and thrive through collaborative efforts…. as in creating results that mean something to the bottom line and make everything successful. Tonic is pure magic to us. It’s more meaningful to what we’re all about and we know you will agree.

While not much has changed except our name, some things are different. We’ve embraced a renewed passion for how we do the things we do and how we make things work. It’s been a long time coming and we are jumping up and down about our new name.

Welcome to Tonic. Brand Therapy. Things that work. Relationships that work. Results that work. We hope you will visit often to see our rants and raves about all that is marketing. See what’s new, what’s hot, what’s not and what makes the industry tick.

Tell us what you think about our site…our re-brand…our philosophy.

TonicUp…and often.

Advertising efforts include a local consumer campaign featuring radio and print, a cooperative marketing program for the city’s attractions, a historic advertsing campaign including national magazines and regional broadcast executions, regional cooperative tourism marketing efforts and a group tour focused marketing plan. The campaign has been highly successful with a 200% increase in guest tax revenue since its inception.

We were to build an umbrella brand marketing the region as one destination, while highlighting the unique offerings of the seven regional partners. Our secondary charge was to recommend structural changes to the organization in addition to defining new roles and responsibilities of the Executive Director and board members.

Drawing from our many years of experience in destination marketing and consensus building, we applied our proven approach to the project. The concept, creative and design depicted the new brand’s story, while the comprehensive plan provided the recommended mediums to announce it. The advertising and marketing plan focused on consumer magazines, newspaper, e-marketing, out of home, and an interactive medium within the toll plazas of a major highway thoroughfare.

Upon presentation, it was evident to the NITDC board our comprehensive plan would improve the organization’s ROI, as well as elevate the brand to increase tourism in the Northern Indiana region. All objectives were met and client is in working to implement the plan.

The advertising is appearing on local billboards, the Internet, in newspapers and on local radio stations, and features unlikely and amusing pairings of well-known attractions or characters from member communities.