CHICAGO
The first true branding effort highlighting the City of Chicago as a global visitor destination was launched today by the Chicago Convention & Tourism Bureau. The overall brand strategy incorporates a bold and confident “voice” casting aside the city’s old moniker “The Second City” by leveraging the city’s leadership position in a wide range of areas, including dining, theater and cultural attractions.
The campaign includes a revamping of the CVB’s website, www.choosechicago.com. The online presence now will feature expanded editorial, stronger social media integration and more visitor experiential content, as well as significantly improved search engine optimization. Various components of the overall effort target regional, national and international audiences. On a national level, print ads and a tip-in brochure featured in meeting trade publications incorporate benefits of the recent historic labor agreements at McCormick Place. Face-to-face visits with key travel media are also planned throughout 2012.
Chicago’s first-ever television spots supported by a digital campaign will launch in early January 2012 and run through early March followed by the summer campaign beginning late May and running through mid-August 2012.
