Views
3 months ago

ChooseChicago_2017_AnnualReport

MARKETING Choose Chicago

MARKETING Choose Chicago launched the new Welcome Home marketing campaign in the spring of 2017. Welcome Home is Chicago’s invitation to the world and is based on the insight that home is not just where you are from, it is where you fit right in. And, when people visit Chicago, they feel at home. The launch also increased its footprint to not only focus on our core regional audience but also expand to national and international audiences. WELCOME HOME CAMPAIGN RESULTS (MAY–DECEMBER) $14.6M 3X more vs 2016 539,366 +29% vs 2016 $606.0M +37% vs 2016 $1.6M +42% vs 2016 Households Aware of Campaign Incremental Trips Economic Impact of Incremental Visitor Spending Total Media Investment $372 Return on Media Investment 24 / 2017 ANNUAL REPORT

WEBSITE ENGAGEMENTS (JANUARY–DECEMBER) WEB TRAFFIC VS 2016 The expansion of Welcome Home to national audiences generated a significant increase in consumer response, including increased traffic from the states that host the 10 largest cities and increases in our core regional audience. CA TX NY FL MA DC MI 137,880 +36% 178,964 +14% IN 109,296 +28% 145,203 +31% WI 89,816 +13% 106,970 +9% OH 77,598 +37% 79,015 -5% MN 38,474 +3% 59,630 +48% MO 27,783 +8% 59,250 +8% CHOOSECHICAGO.COM (JANUARY–DECEMBER) 7.2M +8.6% vs 2016 1M +6% vs 2016 2.7M +29% vs 2016 Website Visits Returning Visitors Mobile Visits 220,349 (+51% vs 2016) CHOOSE CHICAGO SOCIAL MEDIA FANS & FOLLOWERS 91,931 (+14% vs 2016) 191,243 (+17% vs 2016) CHOOSE CHICAGO / 25