IDDC launches #myINcrowd campaign to showcase Indiana through celebrities and everyday Hoosiers

SOURCE: News release from Indiana Destination Development Corporation

INDIANAPOLIS – All eyes are on Indiana in March as the state prepares to host the NCAA men’s basketball tournament. As Indiana shines in the national spotlight, it is the perfect time for Hoosiers to showcase why this state the ideal place to live, work, study, stay and play, and that is its people.

Today, the Indiana Destination Development Corporation (IDDC) launches a national campaign – #myINcrowd – with famous Hoosiers David Letterman and Sage Steele introducing the nation to some Indiana residents doing remarkable things. And, there’s an opportunity for all Hoosiers to get involved and bring the Indiana story to life on a national stage.

“With March Madness shining a national spotlight on Indiana, we want to showcase diverse Hoosiers from around the state who are doing amazing work,” said Gov. Eric J. Holcomb. “This campaign tells the stories of unique and successful people who call our great state home.”

#myINcrowd asks all fellow and former Hoosiers to show their Indiana pride

The #myINcrowd campaign includes a social media initiative that encourages all Indiana residents and former residents to share their pride for their state and fellow Hoosiers.

“While we all know Indiana has some pretty special people, we want everyone else to realize it too,” said Lt. Gov. Suzanne Crouch. “So, while the eyes of the entire country are on Indiana during the NCAA Men’s Basketball Tournament, we want everyone’s help in telling the story.”

“We invited Dave Letterman and Sage Steele to help us showcase the people who make this state a great place to be. And we’re calling on all Hoosiers, former Hoosiers and all college basketball fans to get involved, have some fun and showcase the richness, diversity and beauty of life in Indiana,” said Elaine Bedel, IDDC’s Secretary and CEO. “Post with #myINcrowd to share a story of remarkable Hoosiers you know or include something you are doing to celebrate March Madness or the State of Indiana. We’re excited to see the impact we can have by making everyone part of #myINcrowd.”

Indiana’s unique experiences told through the stories of its residents

The #myINcrowd campaign highlights the Hoosier state through compelling personal stories told through video and digital advertising:

Jerry LeeJerry Lee Atwood, co-founder of Union Western Clothing in Indianapolis, designs and creates one-of-a-kind western wear and counts celebrities such as Post Malone and Lil Nas X as his clients.
  Khaz Brooks, species curator at Wolf Park in Lafayette, raises awareness and appreciation for wolves and bison and helps inspire international research and conservation efforts.
Jayne  Jayne During, owner of Kuaba Gallery in Carmel, features contemporary art from Zimbabwe and beyond, with a portion of the sales going to the Kuaba Humanitarian Foundation.
  Sam Koch, founder and owner of Life Skateboards in Muncie, works with his team to create from-scratch skateboards that deliver superior performance and longevity.Sam
Chef Oya  Oya Woodruff, chef and owner at The TRAP in Indianapolis, who is not only a critically acclaimed chef, but a humanitarian dedicated to restoring food access in urban areas.
  Richard Worsham, University of Notre Dame graduate and co-founder of Janus Motorcycles in Goshen, uses local artisans creating custom, hand-made motorcycles with locally sourced materials.Richard

The personal videos of these remarkable people are narrated by one of Indiana’s favorite sons – David Letterman, national television host, comedian, writer, producer, and co-owner of Indy Car racing team Rahal Letterman Lanigan Racing.

“I feel I have a responsibility to promote my relationship with Indiana – and ‘promote’ sounds like too commercial a word. What I mean by that is, my life was great in Indianapolis, and I loved my time there. And it’s a bond I have with everybody who is from Indiana. There’s a lot of places a person can be from. And I’m very happy that in my case, it’s Indiana.”

Sage Steele, co-host of ESPN’s SportsCenter, grew up as an “Army brat” but said she calls Indiana home. Steele is the voice of the #myINCrowd website, introducing the compelling stories of each of the campaign’s featured Hoosiers.

“When I heard that Indianapolis was going to be the main site – the bubble for the NCAA tournament – I just was beaming with pride. Because, as an Army brat I didn’t really have a place to call home. And when I moved to Indiana in 1989, I felt ‘home,’ really for the first time in my life. I haven’t lived there in over 20 years, but because of the way I felt when I was there, and the way people treated me when I was there, Indiana’s home. I’m so proud, and whenever the eyes of the sports world come to the Circle City and the state of Indiana, I want to be a part of it.”

For more information about #myINcrowd, including details about the campaign and videos, visit

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