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“LIVE THE CITY” CAMPAIGN

Chicago Advertising Federation


Partnership for Success Internship Program

August 2nd, 2007


By: Chris Balmes, Sarah Colobong, Madeline Henry, Christine Janda, Brittany
Johnson, Dowoo Lee, Oscar Martinez, Nick Smith, Anne Yao
Task at Hand

•We were challenged to create an innovative and


exciting 2010 “Come to Chicago” campaign for
multicultural Americans including African-
Americans, Hispanics, and Asian-Americans.
What is Chicago…
Windy
Universal Truths
ASIAN AMERICAN
HISPANIC AMERICANS

SHOPPING
CULTURAL EVENTS
SPORTS
NIGHTLIFE
MUSIC
FOOD

AFRICAN AMERICAN

** Minority Traveler
Communication Approach

In order to achieve our goals, multicultural


Americans must be targeted through a multifaceted
media campaign.
MEDIA
Research Knowledge
TRAVEL
• Internet travel sites are the primary resource for planning vacations
• Airplane and personal vehicles are preferable transportation means

MEDIA SOURCE
• Daily newspapers Sunday newspapers
- Asian: 32.88% vs. 33.85%
- African: 40.81% vs. 55.89%
- Hispanic: 22.85% vs. 31.93%

• Research suggest only 1% of our target audience are non users of OOH
• 21.52% Asian, 15.04% African Americans, and 15.77% Hispanic are non users of
Primetime TV
• 90% of our target audience are viewers of Cable TV
Overall Budget Breakdown
Media Vehicles
• TV • Digital
- Cable TV (Telemundo/ Bet) - Keyword Search Advertising
- Spot TV to target the local markets - Travel Websites such as Expedia and Travelocity
• Radio
- Blogs such as Myspace
- Spot radio
• Prints
• PR
- Sunday Newspapers - Satellite Media Tours
- National Magazines such as Ebony and People - Radio Media Tours
en Espanol • OOH
- Local Magazine - Bus Shelter
- Skymall Catalogs - Pone Kiosks
• Direct Mail
- Bulletins
- “Wish You Were Here” postcards.
- Wild Posters
- Urban Panels
- Ticket Jackets
- Graffiti Murals
Promotions
• Events
• Mini Taste of Chicago serving
Chicago’s signature dishes.
• Sponsor the local Jazz/Blues
events
• Direct Mail
• Postcards
• Promotions will coincide with
and be publicized through
SMTs and RMTs
Media Buys and PR
Media Plan Proposal
2 Tier System
• Primary • Secondary
• New York • Detroit
• Los Angeles • St. Louis
• Washington D.C. • Indianapolis
• San Francisco • Minneapolis
• Houston • Cleveland
Media Flowchart
"Chicago, Live the City!" Flow Chart

2009-2010
November December January Feburary March April May June July August September October
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Percentage Total Cost(M)
Television 22% 1.73
Cable TV(Telemundo/Galavision/BET) 10% 0.79
Spot TV 12% 0.94

Radio 15% 1.17


Spot Radio

Prints 15% 1.17


Ebony (Travel)
Essence
People (Travel)
Local Magazine
Hispanic Newspaper Group
Asian Newspaper Group
Daily News
Skymall

Digital 18% 1.40


Expedia
Travalocity
Orbitz
Google Search (Travel)
Yahoo Search
Yahoo Travel
My Space

PR 8% 0.62

Direct Mail 2% 0.16

OOH 20% 1.56


Bus Shelter
Phone Kiosks
Bulletins
Wild Posters
Urban Panel
Ticket Jackets
Grafiti Murals

Total $: 7.80
“LIVE THE CITY”
Logo/Slogan
CREATIVE EXECUTIONS
Print
Print
(Ticket Jacket)
Non-traditional/ OOH
Website
Conclusion
“Live The City” Campaign
– Generate excitement
– Increase tourism among Multicultural Americans