We all know how important creativity and thinking out of the box is for our industry. With that in mind, I couldn’t have hoped for a more rewarding brainstorming session than the one put together by our advertising agency, JWT, at the beginning of May. At this session, called Day One, more than 30 representatives from our agency partners and from the IBOT marketing staff attended and contributed ideas to keep Illinois tourism growing in the upcoming year. After reviewing the spring/summer advertising campaign, we broke out into discussion groups and explored creative ways to move forward.

The imaginative ideas were numerous. New visitor categories were suggested. What if our Web site included different pages for families, kids, couples and adults? How about trying to secure time on local television news shows for a “travel minute”? How can we infiltrate the “battleground” states? Also discussed were potential partnerships with rental car companies, pet stores and movie theaters. Team members voiced equally creative ideas focused on 3-Day Getaways, niche markets and our international program.

Speaking of the international program, I had the opportunity to attend one of our industry’s most important trade shows, the 38th Annual International Pow Wow, sponsored by the Travel Industry Association of America. From May 6 through 10, approximately 1,000 U.S.-based tour operators and 1,400 travel buyers from 70 countries gathered in Orlando, Fla., for the purpose of generating inbound travel to the United States. Approximately 47,000 sales appointments took place, with the potential to bring an additional $3.5 billion in future U.S. travel. Pow Wow also provided a chance to hear a number of prominent speakers, including U.S. Commerce Secretary Carlos Gutierrez, discuss the current state of international tourism.

Back on the domestic front, our Offbeat Illinois poster campaign continues to move ahead with three new releases. Keep your eyes open for posters showcasing the World’s Largest Catsup Bottle in Collinsville, The Chester Gould Dick Tracy Museum in Woodstock, and Cave-In-Rock State Park. In addition, we’re thrilled to launch our online merchandise site selling everything from tote bags to baby bibs emblazoned with these memorable images. Thanks to all involved in creating these very impressive posters.

Best wishes for an enjoyable and successful summer travel season!

Sincerely,