#USA #Chicago #Choose Chicago #Chicago tourism #Never Done

A New Era for Chicago: The ‘Never Done. Never Outdone.’ Marketing Campaign

In an effort to amplify local pride and redefine its image on a global scale, Choose Chicago has introduced a dynamic marketing campaign titled ‘Never Done. Never Outdone.’ This initiative seeks to position Chicago not just as a tourist destination, but as a vibrant hub of creativity and innovation, ready to welcome visitors from around the world.

Launched amid the excitement of the IPW 2025, the largest international inbound travel trade show in the United States, this campaign aims at showcasing Chicago’s charm and cultural richness. The slogan encapsulates the city’s spirit of perpetual innovation and resilience, celebrating its diverse neighborhoods that brim with unique experiences waiting to be discovered.

A Community-Centric Approach

The foundation of this campaign is rooted in extensive community engagement. Over a year’s worth of strategic planning included more than 300 community and industry listening sessions, in-depth focus groups, sentiment surveys, and social media listening studies. These efforts highlight the collective voice of Chicagoans, underscoring why their love for the city is integral to its branding.

Kristen Reynolds, President and CEO of Choose Chicago, expressed her pride in unveiling this campaign. She emphasizes that it is not merely a promotional strategy but a representation of the city’s promise to foster growth in tourism, business, and the economy. “This initiative embodies the transformation driven by the feedback we’ve gathered from residents and local stakeholders,” she stated. “We are entering a new era of increased visitor numbers and economic opportunity.”

Strengthening the Local Economy

The official launch of ‘Never Done. Never Outdone.’ coincides with Chicago’s hosting of the IPW 2025, which is expected to generate over $5.5 billion in future travel bookings during the four-day event. With a focus on leisure travel, meetings, and events, the campaign is set to further propel Chicago into the limelight of the global tourism industry.

Governor JB Pritzker remarked on the campaign's potential, stating, “This initiative authentically reflects everything that makes our city a captivating destination—from world-class dining to stunning lakeside views.” He noted that not only will this campaign fuel the local economy, but it will also create countless job opportunities across various sectors, including cultural, culinary, and hospitality.

A Collaborative Vision

Mayor Brandon Johnson also highlighted the importance of community input in this campaign. “The success of this project stems from meaningful collaborations across diverse community groups. The multifaceted perspectives incorporated reflect Chicago’s rich, inclusive spirit,” he remarked. This campaign, therefore, not only aims to attract visitors but also to resonate deeply with city residents, enhancing their pride.

Breaking New Ground

Unlike previous marketing efforts, ‘Never Done. Never Outdone.’ reaches out to a broader audience, inspiring potential visitors, event planners, and even local citizens to engage more actively with the city’s offerings. Lisa Nucci, Chief Marketing Officer of Choose Chicago, noted that the essence of this initiative captures originality, innovation, and community involvement—values that truly define Chicago’s identity.

The campaign has already garnered significant support from local tourism and hospitality sectors, reflecting Chicagoans’ fervent enthusiasm for their city. A key feature of this launch is a campaign video featuring Grammy-winning poet and Chicago native J. Ivy, who brings a personal touch to the narrative.

Multi-faceted Advertising Strategies

The campaign will appear first in local markets to boost participation and civic pride, followed by expansions into other regions to attract both leisure and business travelers. Advertising strategies will focus on essential markets, including major domestic cities and significant international travel origins such as Brazil, Canada, and the UK.

As Glenn Eden, Chairman of Choose Chicago, stated, “‘Never Done. Never Outdone.’ is not just a tagline; it’s a passionate testament from Chicagoans about their love for their city.” With the support of various creative partners, Choose Chicago is poised to redefine the city’s narrative, inviting travelers to explore all that it has to offer.

In the coming weeks, advertisements will prominently feature around the city and through various social media platforms, aiming to engage residents and spread the message of pride and passion for Chicago. This campaign is more than just a marketing strategy; it’s a new chapter in Chicago’s ongoing story, affirming that the city will always strive for greatness and welcoming all to share in its journey.