If you could go anywhere in the world, would you Choose Chicago? The City is hoping you will do just that and is putting their money where their mouth is with a $2.2 million campaign to woo visitors to “The Third Coast.”
The campaign, which launches today, creates a pretty new face for Chicago–a face that turns its back on the images of crime and violence that have been known to haunt the city.
Dubbed “Chicago Epic,” the campaign focuses on what’s good about the city. Don Welsh, president of Choose Chicago (the city’s convention and tourism bureau) explains, saying “when you see the geographic beauty and the action and all the different elements, it will probably change people’s perceptions”.
The major portion of the budget will go to TV and online video with a 30-second spot, created by FCB Chicago, showcasing Divvy bikes, the festivals, the lakefront, the neighborhoods, Chicago’s world class restaurants and, of course, the Bean.
The commercial spot is an edited-down version of the 81-second video that greets visitors when they log on to the Choose Chicago website (see video at the bottom of this post).
The rest of the budget will be used to target potential visitors through digital advertising, social media and paid search.
The newly designed Choose Chicago website provides a major and sorely needed face-lift from the old site that looked like something from the last century.
The new site has an energetic vibe, is easy to navigate and is filled with informative information. It should go a long way to providing the new face that the city is desperately seeking.
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Filed under: Chicago Tourism.
Tags: Chicago Epic
