About 200,000 people are expected to come downtown that weekend to either attend or simply celebrate the concerts. About 195,000 tickets have been sold, and about 80% of the ticket holders will come from outside Indiana. This is an immense marketing opportunity for Visit Indy, the agency in charge of promoting Indianapolis for conventions, entertainment and other tourism. Not only will the eyes of the world be trained on Indianapolis for an entire weekend, giving Visit Indy an unbeatable hook for hyping the city in its best light, but it will have days to make a lasting impression on tens of thousands of people just getting to know the city. The Eras Tour also will bring an untold number of corporate leaders and celebrities to the city, each with the potential to make a measurable impact on Indianapolis.

In this week’s episode of the IBJ Podcast, host Mason King talks strategy with Chris Gahl, executive vice president and chief marketing officer for Visit Indy. He explains how Visit Indy plans to leverage this nearly unprecedented opportunity with a campaign that incorporates social media, geofencing, Indianapolis International Airport, hotel managers, an army of volunteers, curated tours for corporate and celebrity VIPs, the Visit Indy suite at Lucas Oil Stadium and even outreach to Lyft and Uber drivers.