Millennial tourists. The state of Illinois. That’s what tourist officials were thinking when they released their 2017 ad campaign, alongside its agency of record JWT Chicago, using the tagline, “Up for Amazing” to entice millennials to visit.
The ad begins with, “When was the last time you did something for the first time?”
It then goes on to highlight sites such as Route 66, the historic sites in Springfield that detail President Lincoln through museums and other sites, Chicago’s site including Millennium Park, North Avenue Beach and Wrigley Field, which houses the 2016 World Series winners, the Cubs, and more.
“According to our research, 78 percent of millennials today prefer to learn something when traveling — they value experiences much more than things,” said Cory Jobe, director, Illinois Office of Tourism, to The Chicago Business Journal. “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.”
The four spots will run in the Midwest in 13 markets and internationally — gracing TVs in Germany, UK, Japan and Mexico, thanks to a $15m marketing spend. The campaign includes one 60 second spot showcasing Illinois, and three 30 second sports — one featuring Chicago, one featuring the rest of Illinois and one that is geared towards LGBT travelers.
The four spots look to challenge the other Midwestern states who have taken family-friendly approaches to their campaign, including Michigan who created the “Pure Michigan” campaign focusing on relaxing and low-key vacations. According to Jobe, Illinois is trying to set itself apart and focus on the various places to visit and attractions that are exciting in Illinois.