Latest news with #NeverDone
Axios
01-07-2025
- Business
- Axios
Chicago launches new tourism campaign to play up its "swagger"
Why it matters: The city's first major tourism campaign in three years aims to play up Chicago's "swagger," as Reynolds calls it, and push back against negative narratives about the city and state — especially those coming from the White House. Reality check: Like other major U.S. cities, Chicago is seeing fewer international travelers because of President Trump's travel bans and other federal policies, Reynolds tells Axios. Yes, but: " The other statistic is a lot of U.S. travelers are not traveling internationally as they had in the past several years, so there's an opportunity to try and recapture some of the domestic market to fill those gaps," Reynolds says. Zoom in: Choose Chicago created the slogan after speaking with more than 300 locals. It also consulted with focus groups of regular visitors and those who haven't been to Chicago in a while to learn what should be emphasized. The website features itineraries made by Chicagoans about food, neighborhoods and even a tour inspired by the Chicago-born Pope. Between the lines: Recent marketing campaigns have focused on bringing in leisure travelers, but Choose is also speaking to convention and event planners, international sports fans and locals. By the numbers: The agency's 2024 budget was about $33 million and tourism brought in $20 billion, according to Choose's annual report. Choose spent $640,000 over the last two years on creating "Never Done. Never Outdone," spokesperson Isaac Reichman said. The tourism arm gets city and state money, but also engages in private partnerships. In 2025, Choose has received $22 million from the state, $3.4 million from the city, $5.7 million from MPEA and $3.5 million from private sources. What they're saying: "This isn't just a marketing campaign. It's bigger than that. It's a rallying cry for everything today, our residents, our neighborhoods, the businesses, our workforce and, yes, our visitors," Reynolds said at the press conference. "We're the voice of our city, we're the narrative. We're the ones responsible for saying, and amplifying all things Chicago." Zoom out: The ad campaign will run in Atlanta, Los Angeles, Miami, New York City, Brazil, Canada, Ireland, Japan, Mexico, and the United Kingdom.
Yahoo
16-06-2025
- Business
- Yahoo
Choose Chicago Launches New Community-Driven Marketing Campaign to Amplify Civic Pride and Position Chicago as a Premier Global Destination
Launching at IPW 2025, the "Never Done. Never Outdone." campaign is an invitation to experience a Chicago that is endlessly creative, relentlessly driven, and always ready to surprise you. CHICAGO, June 16, 2025 /PRNewswire/ -- Choose Chicago today announced the global launch of a new marketing campaign to position Chicago as a premier global destination for leisure travel, meetings, and events. The new "Never Done. Never Outdone." campaign was informed and influenced by a year-plus long brand strategy effort consisting of over 300 community and industry listening sessions, focus groups, sentiment surveys, social listening research, and brand showcases. "Never Done. Never Outdone." honors the spirit of our city—always evolving, always pushing forward, and never satisfied with the status quo. The campaign launches during peak season and as Chicago hosts the U.S. Travel Association's IPW 2025, the largest inbound international travel trade show in the country. With $5.5 billion of future travel booked across this four-day show, this is Chicago's moment to tell our story to the global tourism community. "I could not be more proud to launch Choose Chicago's new marketing campaign: 'Never Done. Never Outdone.'" said Kristen Reynolds, President and CEO of Choose Chicago. "This message is steeped in community and stakeholder feedback and speaks to the continued evolution of our city and our new era of visitor, business and economic domination. I'm grateful for the time and dedication that my team took to listen to our residents, local businesses, and clients and I'm confident that the result will be a campaign that resonates with visitors and locals alike to drive economic vitality through every Chicago neighborhood." "From world-class dining, to beautiful lakefront views, to vibrant neighborhoods ready to explore, Chicago is an ideal destination for visitors from all across the world," said Governor JB Pritzker. "Choose Chicago's new 'Never Done. Never Outdone.' campaign is a true testament to all our city has to offer. This new effort will support our already thriving tourism economy, all while supporting countless jobs in cultural, culinary, and hospitality industries across the State of Illinois." "I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign," said Mayor Brandon Johnson. "Work like this can only be born out of meaningful collaboration and engagement, and they've taken great care to include the perspectives of a diverse cross-section of community voices in the research that went into the campaign. I'm confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans." "Never Done. Never Outdone." is a campaign unlike any other Choose Chicago has launched in the past. Unlike previous campaigns, which focused primarily on attracting leisure travelers, this campaign is designed to speak to and inspire all audiences, including potential leisure visitors as well as meeting and event planners, the creative community, international sports fans, the economic development community, and most importantly, Chicago residents. "'Never Done. Never Done.' reflects a mindset that's deeply original, bold, open-minded, and grounded in community — values that are central to who we are and how we show up," said Lisa Nucci, Chief Marketing Officer at Choose Chicago. "As a life-long Chicagoan, it has been an honor to work on this project and inspiring to see the way our partners in the tourism and hospitality industry and the civic sector have been so involved and invested from day one. Through hundreds of hours of listening sessions, preview events, and informal conversations, one thing was consistently apparent to me: Chicagoans truly love their city. That love and civic pride is really at the heart of 'Never Done. Never Outdone.'" The "Never Done. Never Outdone." campaign was officially revealed to the international audience today at IPW. The launch includes the release of a campaign video featuring Grammy- Award winning poet and artist and local Chicagoan J. Ivy. The campaign will run in key local, regional, national, and international markets, targeting both leisure travelers and meeting and event planners. Advertising will begin locally to build campaign engagement and civic pride, then expand to other markets to help drive future leisure and business travel to Chicago. "I can't imagine a better note to end my tenure on than the launch of a new marketing campaign for Chicago," said Glenn Eden, Choose Chicago's Board Chair. "'Never Done. Never Outdone.' is so much more than an ad campaign; it is a testament to Chicagoans' love for their city—to the people and communities that give our food its flavor and make our neighborhoods come to life. I couldn't be prouder of the work the team has put into this important initiative, and I know it will help introduce our city to millions of future visitors from around the world." Chicago residents can expect to see "Never Done. Never Outdone." advertisements on city information panels and highlighted in social media activations in the coming weeks. Nationally, Choose Chicago prioritizes ad placements based on historical seasonal demand from top inbound leisure markets, including Atlanta, Los Angeles, Miami, and New York City. Internationally, ad placements and spend will also be primarily allocated to key leisure markets based on demand, including Brazil, Canada, Ireland, Japan, Mexico, and the United Kingdom. Choose Chicago will continue to engage members and community partners in the campaign efforts to infuse reasons why Chicago is "Never Done. Never Outdone." into content and events. Choose Chicago collaborated with a creative collection of agencies for the brand and campaign work including MMGY Global, Envisionit (digital and creative partner), Agents of Slang (creative partner), October Productions (production partner), Word and Soul (creative partner), and Chu Batsaihan (creative partner). ### About Choose Chicago: Choose Chicago is the official destination marketing organization responsible for promoting Chicago as a global tourism and meetings destination—the city that's Never Done and Never Outdone. Choose Chicago leverages the city's unmatched assets to enrich the community by attracting meetings, events, and leisure visitors, helping to attract over 55 million visitors annually and generating $20 billion in economic impact. Follow @choosechicago and tag #neverdonechi on Facebook, Instagram, LinkedIn, TikTok, and X/Twitter. For more information, visit Campaign Assets AvailableMarketing Campaign Video View original content to download multimedia: SOURCE Choose Chicago Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
12-06-2025
- Business
- Yahoo
Choose Chicago launches new marketing campaign: Never Done. Never Outdone.
Chicago, that toddlin' town with the big shoulders, is ready to rebrand itself through a new slogan and marketing campaign aimed at driving tourists, businesses and even locals to explore the second city. Developed over more than a year of listening sessions, focus groups, research and spitballing with creative agencies, the new campaign was unveiled by Choose Chicago on Thursday. The city's tourism arm is hoping it has found a way to sum up and sell Chicago to the world in four words: 'Never Done. Never Outdone.' The city's new branding will launch at home and abroad as summer ushers in Chicago's busiest tourist season. The rollout also coincides with the U.S. Travel Association's IPW 2025 trade show, which returns to McCormick Place this weekend for the first time in a decade, providing an influential international test audience for the new campaign. 'I think it's going to change the narrative for Chicago,' Kristen Reynolds, Choose Chicago's new president and CEO, told the Tribune. Destined for everything from billboards and social media to TV, the campaign is being introduced with a 60-second spot featuring fast-moving vignettes of the city, from obligatory overhead shots of the 'L' to street festivals, sporting events and skyscrapers. The video is narrated by award-winning Chicago poet J. Ivy, who touts the people and places in the 'greatest city in the world.' The campaign, which is slated to run locally, nationally and internationally, incorporates the red stars and colors of the Chicago flag, and features scenes of people making doughnuts, running by the lakefront and partying en masse at a live concert. The ads include slogans such as 'outwork,' 'outplay' and 'outlast,' sounding very much like the tagline from the 'Survivor' TV show. Reynolds, who took the helm at Choose Chicago in May after previously serving in the same role at Discover Long Island, didn't take credit for the campaign, but added a few last-minute tweaks and gave her stamp of approval to 'Never Done. Never Outdone.' 'The first part really is about evolution and always staying and innovating and keeping current,' Reynolds said. 'And then never outdone is really dropping that Midwestern humble and bringing some of that New York City swagger in here, and being able to say, we're the best at what we do, and we're going to work harder and we won't settle.' Choose Chicago has an annual marketing budget of about $4 million — far less than comparable cities such as Boston. But Reynolds said the campaign will find its way out into the world through paid and earned media, and partnered with other Chicago institutions. Target domestic markets will include Atlanta, Los Angeles, Miami and New York City, while international focus will be on Brazil, Canada, Ireland, Japan, Mexico and the United Kingdom. Choose Chicago created the new marketing campaign in collaboration with local agencies including Envisionit, Agents of Slang, October Productions, Word and Soul, and Chu Batsaihan. The branding was developed with MMGY Global, which works with many destination marketing organizations. Successfully branding a city can significantly boost visibility and tourism, searing memorable taglines into the collective unconscious of potential visitors. A good example is 'What happens here, stays here,' the ubiquitous Las Vegas slogan which has captured the essence of the city's appeal in countless commercials since its introduction in 2003. The slogan was updated in 2020 to 'What happens here, only happens here.' Chicago, which has accumulated a number of slogans over the years from sources both literary and cultural, has evolved from 'hog butcher for the world' to a diverse world city, a major convention and tourism destination, and an international business center. But recent attempts at rebranding have not quite stuck. In 2015, Choose Chicago introduced 'Chicago Epic,' a bold national TV campaign recasting the city as a hotbed of music festivals, hipsters, fine dining and shopping. At the time, officials said the slogan 'Chicago Epic' would become as famous as 'I Love New York.' It didn't. In 2022, a pandemic-battered city launched 'Chicago Not in Chicago,' a low-budget guerrilla marketing campaign touting a long list of homegrown innovations — from the cellphone and the coffee maker to the skyscraper — that changed the world, but with little credit given to Chicago. Despite the campaign, for the most part, the world has yet to thank us. Officials nonetheless have high hopes for the new slogan and marketing campaign. 'I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign,' Mayor Brandon Johnson said in a news release Thursday. 'I'm confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.' Chicago seeing fewer international travelers, but local hotels still expect 'solid' summer Tourism in Chicago is on the rise, with the city welcoming 55.3 million visitors in 2024, up 6.5% year-over-year and setting a post-pandemic high, according to data released last month by Choose Chicago. But economic and political headwinds may make it hard to match that total this year, with tariffs, civil unrest and international backlash to President Donald Trump's policies and bluster potentially tamping down tourism. Choose Chicago is nonetheless projecting a strong summer tourism season, with events such as upcoming Premier League soccer exhibitions and the NASCAR Chicago Street Race setting the pace in July. While the budget is limited, Choose Chicago will remain nimble in targeting markets — domestic and international — for the best chance to get a return on investment, Reynolds said. A newer market she has her sites set on is Phoenix, hoping to lure Chicago expatriates and transplanted Californians to visit from the 'Valley of the Sun.' As to the new campaign, Reynolds expects the 'Never Done. Never Outdone' slogan to become ubiquitous, including buy-in from Chicagoans, who provide the bulk of recreational activity during the winter months. Chicago saw a boost in tourism last year. Will the pope be a blessing in 2025? 'This is a campaign that we're hoping the entire community embraces and you're going to see it so much that it's going to be second nature,' Reynolds said. If the new marketing campaign doesn't resonate, the city's image may still get a boost from divine intervention — the selection of south suburban Dolton native Robert Francis Prevost as the first American pope. On Wednesday, Pope Leo XIV was photographed sporting a White Sox cap at the Vatican, spreading the gospel of Chicago around the world. rchannick@
Chicago Tribune
12-06-2025
- Business
- Chicago Tribune
Choose Chicago launches new marketing campaign: Never Done. Never Outdone.
Chicago, that toddlin' town with the big shoulders, is ready to rebrand itself through a new slogan and marketing campaign aimed at driving tourists, businesses and even locals to explore the second city. Developed over more than a year of listening sessions, focus groups, research and spitballing with creative agencies, Choose Chicago unveiled the new campaign Thursday. The city's tourism arm is hoping it has found a way to sum up and sell Chicago to the world in four words: 'Never Done. Never Outdone.' The city's new branding will launch at home and abroad as summer ushers in Chicago's busiest tourist season. The rollout also coincides with the U.S. Travel Association's IPW 2025 trade show, which returns to McCormick Place this weekend for the first time in a decade, providing an influential international test audience for the new campaign. 'I think it's going to change the narrative for Chicago,' Kristen Reynolds, Choose Chicago's new president and CEO, told the Tribune. Destined for everything from billboards and social media to TV, the campaign is being introduced with a 60-second spot featuring fast-moving vignettes of the city, from obligatory overhead shots of the 'L' to street festivals, sporting events and skyscrapers. The video is narrated by award-winning Chicago poet J. Ivy, who touts the people and places in the 'greatest city in the world.' The campaign, which is slated to run locally, nationally and internationally, incorporates the red stars and colors of the Chicago flag, and features scenes of people making donuts, running by the lakefront and partying en masse at a live concert. The ads include slogans such as 'outwork,' 'outplay' and 'outlast,' sounding very much like the tagline from the 'Survivor' TV show. Reynolds, who took the helm at Choose Chicago in May after previously serving in the same role at Discover Long Island, didn't take credit for the campaign, but added a few last-minute tweaks and gave her stamp of approval to 'Never Done. Never Outdone.' 'The first part really is about evolution and always staying and innovating and keeping current,' Reynolds said. 'And then never outdone is really dropping that Midwestern humble and bringing some of that New York City swagger in here, and being able to say, we're the best at what we do, and we're going to work harder and we won't settle.' Choose Chicago has an annual marketing budget of about $4 million – far less than comparable cities such as Boston. But Reynolds said the campaign will find its way out into the world through paid and earned media, and partnered with other Chicago institutions. Target domestic markets will include Atlanta, Los Angeles, Miami and New York City, while international focus will be on Brazil, Canada, Ireland, Japan, Mexico and the United Kingdom. Choose Chicago created the new marketing campaign in collaboration with local agencies including Envisionit, Agents of Slang, October Productions, Word and Soul, and Chu Batsaihan. The branding was developed with MMGY Global, which works with many destination marketing organizations. Successfully branding a city can significantly boost visibility and tourism, searing memorable taglines into the collective unconscious of potential visitors. A good example is 'What happens here, stays here,' the ubiquitous Las Vegas slogan which has captured the essence of the city's appeal in countless commercials since its introduction in 2003. The slogan was updated in 2020 to 'What happens here, only happens here.' Chicago, which has accumulated a number of slogans over the years from sources both literary and cultural, has evolved from 'hog butcher for the world' to a diverse world city, a major convention and tourism destination, and an international business center. But recent attempts at rebranding have not quite stuck. In 2015, Choose Chicago introduced 'Chicago Epic,' a bold national TV campaign recasting the city as a hotbed of music festivals, hipsters, fine dining and shopping. At the time, officials said the slogan 'Chicago Epic' would become as famous as 'I Love New York.' It didn't. In 2022, a pandemic-battered city launched 'Chicago Not in Chicago,' a low-budget guerrilla marketing campaign touting a long list of homegrown innovations — from the cellphone and the coffee maker to the skyscraper — that changed the world, but with little credit given to Chicago. Despite the campaign, for the most part, the world has yet to thank us. Officials nonetheless have high hopes for the new slogan and marketing campaign. 'I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign,' Mayor Brandon Johnson said in a news release Thursday. 'I'm confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.' Tourism in Chicago is on the rise, with the city welcoming 55.3 million visitors in 2024, up 6.5% year-over-year and setting a post-pandemic high, according to data released last month by Choose Chicago. But economic and political headwinds may make it hard to match that total this year, with tariffs, civil unrest and international backlash to President Trump's policies and bluster potentially tamping down tourism. Choose Chicago is nonetheless projecting a strong summer tourism season, with events such as upcoming Premier League soccer exhibitions and NASCAR Chicago Street Race setting the pace in July. While the budget is limited, Choose Chicago will remain nimble in targeting markets – domestic and international – for the best chance to get a return on investment, Reynolds said. A newer market she has her sites set on is Phoenix, hoping to lure Chicago expatriates and transplanted Californians to visit from the 'Valley of the Sun.' As to the new campaign, Reynolds expects the 'Never Done. Never Outdone' slogan to become ubiquitous, including buy-in from Chicagoans, who provide the bulk of recreational activity during the winter months. Chicago saw a boost in tourism last year. Will the pope be a blessing in 2025?'This is a campaign that we're hoping the entire community embraces and you're going to see it so much that it's going to be second nature,' Reynolds said. If the new marketing campaign doesn't resonate, the city's image may still get a boost from divine intervention – the selection of south suburban Dolton native Robert Francis Prevost as the first American pope. On Wednesday, Pope Leo XIV was photographed sporting a White Sox cap at the Vatican, spreading the gospel of Chicago around the world. rchannick@
