Chicago, that toddlin’ town with the big shoulders, is ready to rebrand itself through a new slogan and marketing campaign aimed at driving tourists, businesses and even locals to explore the second city.
Developed over more than a year of listening sessions, focus groups, research and spitballing with creative agencies, the new campaign was unveiled by Choose Chicago on Thursday. The city’s tourism arm is hoping it has found a way to sum up and sell Chicago to the world in four words:
“Never Done. Never Outdone.”
The city’s new branding will launch at home and abroad as summer ushers in Chicago’s busiest tourist season. The rollout also coincides with the U.S. Travel Association’s IPW 2025 trade show, which returns to McCormick Place this weekend for the first time in a decade, providing an influential international test audience for the new campaign.
“I think it’s going to change the narrative for Chicago,” Kristen Reynolds, …