Brand: Choose Chicago

Photo credit: Rita Chen

Challenge:

Promote the city of Chicago by breaking through negative clutter using a solid paid and earned media strategy.

After working around the clock for many months (including a presentation to the Mayor), I launched the Welcome Home global campaign in 7 key markets around the world (across multiple social media channels and with translated content on our website) in 2017.

Additionally, I built the first-ever global influencer program, inviting 50 influencers from around the world to experience Chicago and serve as our brand ambassadors.

In 2021, I launched the Seize Your Summer advertising campaign, to encourage travelers post-pandemic. I conducted new audience segmentation research in early 2021 to prioritize and target high-impact travelers. The campaign won the Illinois Excellence in Tourism Award in 2022.

In 2022, When You Go You Know launched as our new umbrella campaign.

The result?

Welcome Home generated an economic impact of $1.3 Billion at the end of 2019, Seize Your Summer generated $380 Million in 2021, and When You Go You Know, generated an economic impact of $390 million and a $512 return on ad spend (ROAS).

My favorite part?

Condé Nast Traveler readers voted Chicago the Best Big City in the U.S. for an historic 6 straight years in a row: 2017, 2018, 2019, 2020, 2021, 2022!

Me in front of the Best Big City in the U.S. video ad unit in Times Square