Shoreline Sightseeing operates the largest and most diverse fleet of tour vessels and water taxis in Chicago, with 18 boats offering architecture cruises, skyline and fireworks tours, and water taxi service across the city. And now Pinnacle Advertising has been selected as AOR.
The iconic river and lake tour operator has been part of the city’s tourism fabric since 1939. While its architecture tours remain the backbone of the business, the company is focused on broadening demand for its full lineup of experiences and introducing new offerings in the years ahead. Following a competitive RFP process, Pinnacle will lead a full-scale brand refresh, digital transformation, and integrated marketing effort to expand awareness and drive growth.
According to Shoreline co-owner Chip Collopy, Pinnacle stood out early in the process. “They came to us asking to be part of the RFP, and from that moment on, their initiative, drive, and capabilities were clear. We’re confident this partnership will help unlock a new level of sales growth and brand awareness.”
As AOR, Pinnacle will oversee brand research and positioning, creative development, OOH and digital campaigns, and a major overhaul of Shoreline’s digital ecosystem. A key priority is redesigning the website to improve the booking experience, strengthen direct sales, reduce reliance on online travel agencies, and better showcase the breadth of Shoreline’s tours and seasonal offerings.
“Shoreline Sightseeing is a true Chicago institution,” said Michael Magnusson, CEO of Pinnacle Advertising. “Our goal is to help evolve the brand from being known primarily for architecture cruises to being seen as an essential Chicago experience – fun, accessible, and unforgettable. We’re excited to bring a fresh, performance-driven approach across strategy, creative, media, and analytics.”
The new work will highlight Shoreline’s people-first approach, charismatic docents, modern vessels, and welcoming staff, while repositioning the brand as a go-to option for families, locals, and visitors alike. Early efforts are already underway, with SEO initiatives launching this month, paid media rolling out in January, and the new website slated to debut in Spring 2026.
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