Chicago’s Bold New Marketing Slogan: "Never Done. Never Outdone."
A Fresh Spin on Chicago’s Image
In a move that embraces Chicago’s vibrant spirit, the city’s tourism marketing agency has launched an exhilarating $4 million advertising campaign. Unveiled during a high-profile event at Wintrust Arena, the campaign introduces a new slogan: "Never Done. Never Outdone." This powerful phrase isn’t just a tagline; it’s a motto that encapsulates the unwavering tenacity and innovative energy of the Windy City.
Embracing the Chicago Swagger
Kristen Reynolds, the newly appointed President and CEO of Choose Chicago, expressed her enthusiasm for the campaign, stating, "It ushers in a new era of Chicago swagger… It’s a declaration that Chicago is ready to elevate, but also dominate." With a rich background in tourism marketing, having previously led New York’s Discover Long Island, Reynolds aims to transform perceptions of Chicago as a destination that thrives on ambition and resilience.
Aims and Aspirations
As Chicago prepares to host the U.S. Travel Association’s IPW trade show, this campaign seeks to rejuvenate a tourism sector still recovering from pandemic disruptions. Visitor numbers, which have yet to return to pre-COVID-19 levels, are a primary focus of this bold initiative.
An Authentic Portrayal of City Life
The campaign features the captivating words of J. Ivy, a Grammy-winning poet and proud Chicagoan. In the campaign video, Ivy declares, "We talk less, dream bigger, and never stop pushing." Against a backdrop of rich Chicago life—locals passionately cheering for their sports teams, bustling neighborhood festivals, stunning lakefront scenes, and delicious culinary displays—the video paints a picture of a city that is vibrant, united, and continuously evolving.
A Commitment to Honesty and Authenticity
Mayor Brandon Johnson, who spoke at the launch, emphasized the campaign’s authenticity, stating, "This new campaign is honest; it represents our city in its fullness." Indeed, the essence of Chicago is captured in both its ups and downs, making it relatable and real.
A Journey of Community Engagement
The development of this marketing strategy wasn’t a hasty decision; it took 1.5 years of meticulous planning, involving over 300 community and industry listening sessions, focus groups, and in-depth research. Lisa Nucci, the agency’s Chief Marketing Officer, highlighted a desire for self-definition, stating, "We were really sick and tired of people telling us who we are. We want our brand to tell the world who we really are."
A Global Outreach Plan
This new campaign is set to grace various media channels, not only in Chicago but also in major American cities and international destinations like the United Kingdom, Japan, Mexico, and Brazil. The strategic rollout aims to captivate audiences worldwide and shine a light on all that Chicago has to offer.
Addressing Challenges Head-On
Amid rising national and international scrutiny, stemming from political controversies, Reynolds maintains that "Chicago has a lot to offer." Last year, 55 million visitors echoed her sentiment, contributing to the city’s eclectic and thriving culture despite the challenges faced.
The Takeaway
With "Never Done. Never Outdone.", Chicago is not just aiming to attract visitors; it’s inviting the world to witness its relentless pursuit of greatness. This campaign symbolizes more than just tourism; it’s a narrative of resilience, celebration, and authenticity that captures the heart and soul of the city.
For more on the campaign and the city’s offerings, visit Choose Chicago.
Conclusion: Join the Journey
As the "Windy City" embraces this new chapter, visitors and locals alike are encouraged to explore, uplift, and celebrate Chicago’s unmatched vibrancy. Whether you’re a first-time visitor or a lifelong resident, there’s always something more to discover in a city that’s never done and never outdone.
