SOUTH BEND, Ind. (AP) — Local tourism officials are hoping the major project that cut travel time on U.S. 31 will help them attract more visitors from central Indiana.

Visit South Bend Mishawaka, the brand name used by the Convention and Visitors Bureau of St. Joseph County, has hired Indianapolis-based digital marketing firm The Basement to wage a summer advertising campaign.

Visit South Bend Mishawaka executive director Rob DeCleene tells the South Bend Tribune that it hadn’t pursued central Indiana visitors much because the drive wasn’t easy before the state’s $1.2 billion project that includes new sections of U.S. 31 around Kokomo and just south of South Bend.

The $125,000 campaign includes ads on mobile apps and social media platforms Facebook and Instagram in the Indianapolis area.