From the State Travel Director
Since spring is all about renewal, we’ve unveiled a fresh new look and feel to our advertising campaign, which includes television spots, print ads, 3-Day Getaway promotions, posters and a redesigned homepage.
The spring/summer campaign launched in March with a fresh focus on the new 2008 Illinois Travel Guide. We took advantage of radio, newspapers, direct mail and e-mail as well as Web-based advertising throughout targeted Midwest destinations for a three-week period.
The campaign was led by new television spots highlighting footage shot at 25 locations throughout the state. Magazine print advertising will also feature an evolved look and feel as well as new photography from locations such as Navy Pier, Galena, Springfield, Kickapoo Creek Winery and Shawnee National Forest, among others.
Continued...Case Study
"Joliet Kicks on Route 66" Grand Opening Celebrations
Objective
Create awareness of the new "Route 66 Experience" exhibit and welcome center at the Joliet Area Historical Museum in Joliet, IL. The exhibit and welcome center opened on June 2, 2007. The Joliet CVB also wanted to increase attendance to the Joliet Area Historical Museum itself.
Strategies
The Joliet CVB created "Joliet Kicks on Route 66," a campaign that included the "Joliet Kicks-Off" grand opening celebration and activities surrounding the event.
The name "Joliet Kicks-Off" was selected for the grand opening event to complement the "Joliet Kicks on Route 66" overall campaign and emphasize this unique celebration. Branding of the initiative was key in creating awareness through logos and themes. The focus remained on the new museum exhibit debut, which became the centerpiece of the larger event.
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