Spring is the perfect time to talk about new beginnings – and what better place to start than with our new and exciting spring/summer marketing efforts.

This year’s plan is based on a three-phased approach focused on meeting our overnight stays and 3-Day Getaway objectives. Beginning in March, our advertising encouraged consumers to plan trips to Illinois. Currently, we are in phase two, the “action/booking” phase, which extends through June and carries a strong call to action for consumers to book 3-Day Getaways. The third phase, in July and August, will appeal to spontaneous travelers through newspaper advertisements, encouraging them to use up their remaining vacation days and schedule a trip before the summer ends. We have already seen results from our marketing efforts to date. By beginning earlier in the year we have generated unprecedented interest in our travel guide with requests up 171 percent from the same time last year.

Also new is our strategy to target particular demographics with distinct messages. For couples, our message suggests travel as an opportunity to “Refresh Your Relationship.” Families will be encouraged to seek “Adventure Beyond Every Day,” and IBOT will suggest urbanites seek new experiences outside the city and “Escape to Nature.” The majority of our media, from broadcast and print to online advertising, has been designed to appeal to one of these three groups. Continued >

Success Story

Every month, ITN profiles a tourism industry leader whose success can be used as an example of how to develop fresh ideas to promote Illinois. This month, we introduce Patty Ambrose, executive director of the Illinois Route 66 Heritage Project and Historic Route 66 in Illinois.

Illinois Historic Route 66 is home to a number of wonderful attractions, and Patty Ambrose is responsible for maintaining them as viable destination drivers. She’s been the executive director of the Illinois Route 66 Heritage Project and Historic Route 66 in Illinois—America’s Byway since October 2005.

Ambrose’s hard work for Illinois Route 66 has benefited the tourism industry in many ways. Her leadership led to the funding for a Route 66 Interpretive Master Plan as well as a new byway logo. She continues to speak to local communities and chambers of commerce regarding the economic impact of Route 66, and serves as a liaison with the other seven Route 66 states.

As director of Route 66, Ambrose is extremely excited about the marketing opportunities ahead. One of Ambrose’s goals is to use tourism for economic development in the small communities to revitalize their downtown business districts. When communities embrace their Route 66 heritage, they offer visitors a piece of history and true Americana. Continued >