Strength in numbers
A defining characteristic of promoting broad regional markets can be found in the symbiotic relationship between the urban center and its surrounding communities. Cosmopolitan diversity, quaint villages, outdoor adventure…no matter the initial draw, opportunities to extend a trip for broader exploration abound. Neighboring communities are often home to attractions attributed to the large city they are linked to. Working together to acknowledge the draw of the major urban center while also recognizing the added value of the entire area’s offerings leads to mutual success for all. Rising tide, if you will.
For the DMOs comprising greater metropolitan Chicago, embracing this dynamic has never been more important.
The headwinds of our post-pandemic reality are felt across all of our industry’s stakeholders. With protocols varying by state, region, and city, supporting member’s safety messaging while responsibly informing consumers has increased the burden on DMOs already feeling the impact of constrained resources.
With a tradition of partnership across the region, the greater Chicagoland collective see an opportunity to pool capability and resources to tackle these challenges together. As vaccinations increase, and core attractions begin to come online, inspiring drive markets to once again imagine the opportunities available to them is a must.
However, co-branded messaging for “Visit Chicagoland” needed to be evolved to address today’s reality. Collaborating with our client Choose Chicago and 8 regional DMOs, the agency worked to quickly bring a campaign to life that reintroduced a safe, welcoming, inclusive region that is open for business.