Hello readers,
Chicago is looking to make an epic impression on potential visitors around the country.
Just a couple of weeks ago, the office of Mayor Rahm Emanue, in coordination with Choose Chicago, announced the city’s first national tourism destination marketing campaign. Called “Chicago Epic,” it’s a $2.2 million investment that includes a portfolio of cable TV, online video, digital display, social, paid search and content marketing that carries off of famed Chicago architect Daniel Burnham’s ideology to “make no small plans.” It was conceived and developed pro bono by local ad giant Leo Burnett.
The goal is to strategically sell local attractions and experiences to travelers outside the Midwest including such lucrative markets as Denver and San Francisco. It will run through the end of August and will become a strong arm in Mayor Emanuel’s plan to see 55 million annual visitors by the year 2020. Included are a 30-second spot for national cable TV; a 15-second spot for online video and an 80-second “anthem” video you can watch here, narrated by Chicagoan and Poetry Slam founder Marc Kelly Smith.
“This new advertising campaign captures the epic and unique spirit of our diverse communities and their world renowned cultural and culinary offerings,” Emanuel said in a statement. “Chicago has seen record tourism growth in the last four years—and tens of thousands of good-paying jobs that come with it. ‘Chicago Epic’ will help us to continue growing this critical sector of our economy.”
Don Welsh, CEO of Choose Chicago, seconded that sentiment: “The word ‘epic’ describes something large and impressive, something beyond the ordinary in size or scope, and stories about legendary events or adventures. All of which describe Chicago and how we do things.”
Chicagoans and visitors alike have also been encouraged to promote the campaign on social media by sharing their own “epic” adventures with the hashtag, #ChicagoEpic.
The campaign launch comes after a record-breaking 2014 when the city surpassed the 50 million mark with a first-time 50.2 million visitors, a 3.5% increase over 2013 and up more than 10 million from when Emanuel took office in 2011. The numbers put it on par with cities like New York City and Orlando that have welcomed more than 50 million visitors annually. Looks like “epic” status is not too far away.
Happy planning!
Selena Fragassi
Editor
Illinois Meetings + Events
