Published on : Monday, March 27, 2017
The tag line of the advertisement begins with ‘When was the last time you did something for the first time?’ It also highlights sites like Route 66, various historic sites that talks about President Lincoln, Chicago sites like Millennium Park, North Avenue Beach and Wrigley Field. To quote Cory Jobe, director, Illinois Office of Tourism, ‘’ According to our research, 78 percent of millennials today prefer to learn something when traveling — they value experiences much more than things.
Our goal with the new ‘Up for Amazing’ ad campaign is to differentiate from the competition by creating a more engaging, challenging message that acts as a call to action, encouraging visitors to immerse themselves in Illinois’ unique cultures and return with amazing new experiences they will feel compelled to share both in person and on social media.”
A 60 second spot showcasing in Illinois, and three 30 second sports — one featuring Chicago, another one featuring greater part of Illinois and one that is geared towards LGBT travelers are included in the campaign. Michigan has taken family friendly approach creating ‘Pure Michigan’ campaign emphasizing on low-key vacations. Illinois is trying hard to stand apart and concentrate on various destinations and their attractions which are striking as per Jobe.