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.

In addition to our advertising efforts, there are a number of specific marketing opportunities we’re very excited about this spring. Top Illinois destinations will be featured in two-minute segments during WGN Chicago’s highly viewed evening newscasts. WGN is broadcast as a national cable station so these weekly segments, incorporated into the newscast itself, will reach a national audience.

Beginning in May, Chicago commuters will discover Illinois travel ideas while they wait for the bus thanks to cutting-edge interactive bus shelters. Five high-traffic-area shelters throughout the city will be equipped with television screens presenting information about four different scenic road trips: the Great River Road, National Scenic Byway, Interstate 57 and Route 66.

Spring will also see us enhancing last year’s Shell gasoline incentive program. Now through Aug. 31, travelers who book a 3-Day Getaway on www.enjoyillinois.com will earn a $25 Shell gas card. Through our partnership with Shell, consumers also have a chance to win a year of Shell gas (a $2,500 value). To be eligible, travelers must provide proof of two overnight hotel stays in Illinois and submit creative videos for our Web site touting what made their Illinois 3-Day Getaway so magnificent. Four winners will be chosen on the basis of their submissions, which could include skits, adventure footage, essays, songs and more. It’s time for Illinois travelers to get creative!

Our spring/summer advertising campaign contains a number of compelling elements. New television, magazine and newspaper ads featuring our iconic black and white photography have been developed. In addition, our downloadable Illinois “whistle” ring tone, three new creative additions to our highly successful Offbeat Illinois poster campaign, and new branded inserts and mini-travel guides for the Chicago, St. Louis and Detroit Sunday newspapers are now underway.

Shifting gears a bit, I’d like to conclude by discussing a fascinating seminar I attended. Entitled Innovate Now: Taking Charge of Our Future, it featured an impressive array of speakers who discussed ways to develop connections and resources that will lead organizations to greater success. While not specifically tourism-related, many of the lessons imparted can certainly apply to our industry.

The seminar emphasized how partnerships across different industries and the government can be mutually beneficial. In Illinois, we can look for common themes to link Illinois’ education, workforce and economic-development initiatives together. It’s all about thinking creatively to create partnerships that continue to fuel economic growth.

I hope you’re all enjoying the spring and I look forward to seeing you next month at our annual Road Show!