Ind. lures Ill. businesses with new tax ad campaign

Illinois businesses are in the sights of the state of Indiana and the Northwest Indiana Forum, which partnered to launch two new advertising campaigns Feb. 14.

The advertising campaign run by the Indiana Economic Development Corporation features the slogan “Illinoyed by Higher Taxes?” and the Northwest Indiana Forum’s campaign features “Feeling Squeezed by Taxes?”

Both campaigns include print and billboard advertisements as well as online content geared toward Illinois businesses.

“It’s a recruitment campaign for Illinois businesses,” said Blair West, director of media relations for the IEDC. “Our mission here is to attract businesses to Indiana.”

West said these specific campaigns began in February because Illinois recently passed tax increases that will affect businesses.

“The time is right to act,” West said.

Karen Lauerman, director of marketing and communication for the Northwest Indiana Forum, said the forum hopes to attract businesses with the unique opportunities she said exist in Indiana.

“The state of Indiana is in a much better fiscal state than Illinois,” Lauerman said. “We have cities willing to use economic development tools available to them to help businesses.”

The state and northwest Indiana region may also stand to gain from businesses moving or expanding their operations across the border.

“One word: jobs,” Lauerman said. “Putting good people, industrious people, to work.”

She said the potential job increase from businesses moving into the state would provide more Hoosiers with disposable income, which can in turn enhance the Indiana economy.

Thus far, both West and Lauerman said the campaigns have been successful. The IEDC and the Northwest Indiana Forum have both seen an increase in information requests since the campaigns launched.

But by no means are the “Illinoyed” and “Squeezed” campaigns unique.

“This is a normal thing that states do,” Lauerman said.

She said the Northwest Indiana Forum works closely with its counterparts in Illinois and that this kind of interstate competition is common.

“They’re our friends, and healthy competition is always good,” Lauerman said. “They’re going to put their best foot forward to compete as best they can.”