One of our primary goals at IBOT is to reach out to new and growing markets and get our message out to as many people as possible to stimulate travel to and within the state, which results in economic and quality-of-life benefits for Illinois residents. One such market that the travel industry is focusing on more heavily is the gay and lesbian community. Last year alone, this community spent more than $54 billion exclusively on travel, proving to be one of the most viable and resilient travel markets in the nation. According to the 2003 Gay and Lesbian census, gay couples in the U.S. earn a median household income of $65,000 and more than one-fifth of those couples earn $100,000 or more.

To tap into this high-value travel segment, Illinois will host its first media familiarization trip focusing on the gay and lesbian market. The three-day trip is scheduled August 5-7 and will showcase the Chicago area as one of the most gay-friendly destinations in the U.S. Journalists in attendance will be representing gay-oriented lifestyle media outlets such as Out Traveler magazine, London's Gay Times Travel, Westhollywood.com, Planetout.com and Instinct magazine.

The itinerary includes Chicago's thriving gay and lesbian neighborhoods to shine a spotlight on the attractions that have made Chicagoland such an attractive destination worldwide. Journalists will have a chance to see Chicago's Millennium Park and Museum of Contemporary Art, as well as the Frank Lloyd Wright Home and Studio in Oak Park. They will also have an opportunity to attend a performance at the renowned Steppenwolf Theatre and enjoy a one-of-a-kind view of the city on a Chicago Architectural Foundation boat tour. Continued >

Industry Insider: Liz Gruszkievicz

To help you get to know who's who in Illinois tourism, ITN profiles an industry leader each month. This month we introduce Liz Gruszkievicz, partner and management director at JWT Chicago, IBOT's general market advertising agency of record.

As partner and management director at JWT Chicago, IBOT's general market advertising agency since early 2004, Liz Gruszkievicz oversees strategy and creative development for the bureau's multi-million dollar account and manages more than a dozen staff members. Last May, along with her team, Gruszkievicz launched the "Illinois. Mile After Magnificent Mile" campaign that positions Illinois as an ideal three-day getaway destination. The campaign has proven to be very successful to date, generating 2.4 million consumer inquiries in FY '04 alone—a 58 percent increase vs. 2003—and an 8.6 percent increase in visitors in 2004 vs.2003.

During her 13 years at JWT and prior to spearheading the IBOT account, Gruszkievicz worked on blue chip multinational assignments such as Kodak, Warner-Lambert (Pfizer) and, most recently, Kraft Foods, on brands such as Philadelphia, Miracle Whip and Grey Poupon. Leading up to her tenure on Kraft, Gruszkievicz worked in the glamorous world of hair care at JWT New York, spearheading the Effie Award-winning ThermaSilk shampoo launch campaign. Continued >