The Situation
Ask most people about Illinois, and they’ll tell you about Chicago. The award-winning big city that captures headlines and hearts. But beyond the skyline lies an entire state full of unexpected beauty, flavor, and adventure. So we needed to shift perception, revealing Illinois as the Middle of Everything: a place where urban thrills, outdoor escapes, historic treasures and culinary gems all meet. A destination as varied and vibrant as the people who visit it.
What We Did
Strategy
Broadcast
Out of home
Radio
Print
Social + Display
Website
Public Relations
High volume, high impact
We produced nearly 1,000 assets for an integrated campaign spanning 10 states and 20 Illinois markets, supported by a $16 million media investment. The work ranged from high-impact TV, print, and out-of-home to targeted social and programmatic, delivering broad reach with meaningful impact.
Our Impact
+14%
Increase in YOY hotel-motel tax
$1.3B
Increase in YOY visitor spending
500K
Increase in YOY visitors to Illinois
