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Illinois Bureau of Tourism (IBOT)
A Million Miles from Monday...In Illinois

RAN IN: United States

CLIENT
Illinois Bureau of Tourism

AGENCY
FCB Chicago *Lead Agency


SUMMARY

Faced with minimal tourism product and surrounded by competitively superior states, the Illinois Bureau of Tourism has risen to the challenge and positioned itself not as a product-heavy desination, but one that offers a higher order benefit--reconnecting with loved ones and escaping for a gataway weekend a Million miles from Monday. The campaign has exceeded all expectations and prior benchmarks--making tourism the fastest growing industry in Illinios and generationg a staggering 264% increase in peak-season calls, exceeding the 20% goals 13 times.


Language: English