Choose Chicago wants more people to catch wind of the Windy City.
The new “Chicago Epic” ad campaign launched by the travel marketing organization Monday depicts a city where you can "be part of something bigger than yourself."
The ad campaign is part of a $2.2 million media push, Crain’s Chicago Business reports. Choose Chicago worked with local agencies FCB and Starcom USA to piece together the 80-second online ad video. Television ads will pull scenes from the same video and be condensed down to 15- and 30-second spots.
Advertising will run in select parts of the Midwest but will also expand outside the region. Plans include featuring the “epic” ads in Denver and San Francisco – two cities selected based on research conducted by ad agency Leo Burnett.
The ad agency said in a statement that both cities offer “the greatest opportunity in which an advertising investment can influence perception and encourage travel to Chicago.”
The new approach to branding the city differs from the focus of Chicago tourism ads in the past, which highlighted local events such as Cubs games. FCB Chicago officials said they hope to inspire potential tourists to “do epic stuff” in the city.
The "Chicago epic" ad campaign will run through August.