Brand: Choose Chicago

Visit website: www.choosechicago.com

Challenge:

Rebuild the Choose Chicago website so the content strategy actually matches the consumer journey.

I had many goals when tackling this project. First was to create a more immersive website experience for all audiences throughout the consumer journey. Second was improving partner value, while also introducing new advertising opportunities. Lastly, I wanted to build a platform that allowed for flexibility and scalability.

How did it go?

After multiple phases (plus the daunting task of eliminating over 3,000 redundant pages of website content), the new choosechicago.com had a major lift in traffic, including an exciting increase in new users. Visitation and engagement from mobile visitors also grew, which was a key focus of the redesign.

More results:

• Exceeded 2019 goal by 10% with over 9 million total visits.

• Website won the 2020 Excellence in Tourism Award Best Website (Budget A) at the Illinois Governor’s Conference on Travel & Tourism

2020 Illinois Excellence in Tourism Award - Best Website - Choose Chicago