Schafer Condon Carter has been named creative and media agency partner for Navy Pier, one of the city’s most recognizable lakefront destinations and a longtime gathering place for locals, tourists, families, food lovers, culture seekers and anyone who has ever tried to explain where the Ferris wheel is from the expressway.
The new integrated campaign will focus on positioning Navy Pier as a year-round destination for entertainment, dining, arts, culture, recreation and community programming. SCC will lead creative campaign development and media strategy to broaden the Pier’s appeal and give both Chicagoans and visitors new reasons to come back.
“While millions visit Navy Pier each year, one of our greatest opportunities is inspiring more Chicagoans and visitors to discover the incredible breadth of experiences available across the Pier,” said SJ Luedtke, Chief Marketing & Experience Officer at Navy Pier. “From dining and entertainment to arts and culture, recreation and community programming, there is truly something for everyone here. SCC is the ideal partner to help us showcase the many ways Navy Pier serves as Chicago’s year-round destination for connection, discovery and memorable experiences.”
The campaign supports Navy Pier’s ongoing effort to strengthen its role as Chicago’s lakefront destination and civic gathering place. By highlighting the variety of experiences across the Pier, the work will invite audiences to see the attraction not just as a summer stop but as “The People’s Pier” year-round.
“SCC prides itself on developing work that ‘creates.impact’ for our clients,” said Ben Behrman, President and CEO of Schafer Condon Carter. “Navy Pier is one of Chicago’s most iconic institutions, but many people still don’t realize the incredible depth and variety of experiences it offers. Quite simply, we want more visitors to say ‘yes’ to Navy Pier. We’re excited to partner with the Navy Pier team to help tell a richer story and inspire more people to make it part of their Chicago experience.”
The Navy Pier win continues a strong stretch of momentum for SCC. In recent months, the agency has added clients including Tootsie Roll Industries, the American Egg Board and Trimble, while increasing its media volume by more than 500 percent.
SCC has also expanded its leadership bench by adding Liam Boyle as the agency’s first Chief Growth Officer and Northwestern marketing professor Jim Lecinski as Senior Advisor on AI.
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