The state’s new
agency of record
tempts visitors
with the
allure of
‘fascinating
possibilities’
Chicago-based O’Keefe Reinhard & Paul captured the wonder and awe of traveling in a new campaign for the Illinois Office of Tourism.
Enhancing the state’s long-time Are you Up for Amazing? concept with a focus on ‘Amazing,’ the multi-channel campaign opens with the line, “Amazing is…” and then proceeds to showcase the state’s many near and far experiences.
OKRP FOR ILLINOIS TOURISM
AMAZING IS A CITY CALLED CHICAGO
The work represents one of the first efforts from Chicago-based OKRP since it was named as the office’s agency of record in March.
Highlighting a variety of Illinois’ natural, cultural, and historical destinations, the visuals hint at the fascinating possibilities waiting in places like Shawnee National Forest, Cave-in-Rock State Park, Main Street in Galena, historic Route 66, the Shedd Aquarium, and Alinea restaurant in Chicago.
The ads conclude with the declaration, “Amazing isn’t just a place you take yourself. It’s where that place takes you.”
OKRP FOR ILLINOIS TOURISM
AMAZING IS DISCOVERING SOMETHING NEW
According to Acting Director of the Department of Commerce and Economic Opportunity Erin Guthrie, OKRP’s creativity is “fresh, with language and visuals that help bring to life that amazing feeling.”
“Our goal with this new campaign is to touch our consumers’ heart and evoke real emotion,” she continues. “It’s about the specificity of our locations that makes them so memorable — the sights, sounds and tastes that are unique to Illinois.”
OKRP FOR ILLINOIS TOURISM
AMAZING IS IN OUR NATURE
The goal of the campaign is to entice visitors to travel to Illinois and stay overnight in paid accommodations. To get them here, the work shows Illinois destinations from the visitor’s point of view, including some user-generated content.
“For the next chapter for this great tagline we really wanted to capture what ‘Amazing’ feels like, through the traveler’s eyes in a ‘show me, don’t tell me’ way,” explains Tom O’Keefe, CEO of OKRP. “Like a lot of us here, I’m an Illinois native and couldn’t be more proud to help show off what our wonderful state has to offer.”
The campaign will also run nationally through programmatic television and digital media investments. Media is being handled by Spurrier Group. An integrated PR effort is led by TimeZoneOne.
About OKRP
Chicago-based O’Keefe Reinhard & Paul, has Illinois blood rushing through its veins. In addition to the Illinois Office of Tourism, the agency’s clients include the Illinois Lottery, Chicago-based clients Ace Hardware, Groupon, Nike Chicago and Home Chef. Other clients include Chili’s, YUM! Brands and others. OKRP was named by Ad Age as a 2019 A-List “Standout Agency” and “Small Agency of the Year” 2015. It is a new model advertising agency that delivers big agency brand creativity with startup ingenuity.
About Illinois Office of Tourism
The Illinois Department of Commerce and Economic Opportunity, Office of Tourism manages industry efforts that result in sustainable and significant economic and quality-of-life benefits for Illinois resident.
Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
