‘Chicago Epic’ Campaign Debuts

April 16, 2015

Chicago Mayor Rahm Emanuel and Don Welsh, president and CEO of Choose Chicago, on April 13 announced the launch of Chicago Epic, Chicago’s first national tourism destination marketing campaign.

Chicago Epic, the new multimedia campaign, was developed in collaboration with Chicago-based agencies FCB and Starcom USA, and will run through August 31, 2015. For the first time, Choose Chicago will expand its media buy beyond its core Midwest markets and into Denver and San Francisco.

“Chicago’s greatest assets are our vibrant neighborhoods. This new advertising campaign captures the epic and unique spirit of our diverse communities and their world renowned cultural and culinary offerings,” said Mayor Emanuel. “Chicago has seen record tourism growth in the last four years — and tens of thousands of good-paying jobs that come with it. Chicago Epic will help us to continue growing this critical sector of our economy.”

Chicago Epic will play a pivotal role in reaching Mayor Emanuel’s goal of increasing Chicago’s annual visitation to 55 million visitors by 2020, and fulfilling his vision for Chicago as a global cultural center.

“Chicago’s creative community came together to develop the first campaign that provides a narrative for the Chicago experience, said Welsh. “The word epic describes something large and impressive, something beyond the ordinary in size or scope, and stories about legendary events or adventures. All of which describe Chicago and how we do things.”

“Chicago Epic is the culmination of years of research and evolution that have helped Chicago’s visitor industry grow at an exceptional pace,” said Welsh. “Never in my career have I seen the creative community come together so collaboratively and enthusiastically for a project. It’s a true testimony to Chicago’s character and the pride we each have in our city, which is what we aimed to capture in the new creative.”

The campaign creative, developed by FCB Chicago, highlights the epic experiences that Chicago offers, showcasing Chicago’s diverse neighborhoods, award-winning restaurants, and vibrant nightlife and shopping.

Chicago Epic is a multifaceted brand campaign comprised of TV, online video, digital display, social, paid search and content marketing. The campaign includes three different video elements: a 30-second spot for national cable TV; a 15-second spot for Online Video and an 80-second “anthem” video. The “anthem” video is available here. Chicagoans and visitors alike are encouraged to get involved with the campaign on social media by sharing their own “epic” adventures with the hashtag, #ChicagoEpic.

www.choosechicago.com

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