Chicago Not in Chicago

The "Chicago Not in Chicago" campaign positions the City of Chicago as a pioneering and influential metropolis whose innovations and cultural contributions have left a lasting impact on cities worldwide. By highlighting Chicago’s role as the origin of groundbreaking achievements—such as the world’s first skyscraper, the birth of house and blues music, and the creation of the first cellphone—the campaign aims to reinforce Chicago’s identity as a global trailblazer and affirm its standing as a premier destination within the hospitality and tourism industry. The brand proposition centers on Chicago’s legacy of ingenuity and its lasting imprint on urban development and culture beyond its borders, inviting audiences to appreciate the city’s significance not only locally but also internationally. Strategically, the campaign leverages a narrative-driven approach that draws on the insight that many people are unaware of Chicago’s widespread influence on other iconic cities. By launching an innovative "local campaign" outside the city—in this case, featuring content like "The First Chicago Tour in NYC"—the campaign uniquely targets travelers, global urbanites, and culturally curious audiences who value cities with historic and creative credentials. This creative angle reframes Chicago not merely as a tourist destination but as a foundational influence on global urban culture, generating curiosity and a desire to explore the city firsthand. The campaign taps into a sense of discovery by positioning Chicago both as a source city and as a product to be experienced, reinforcing tourism appeal through an educational and proud storytelling lens designed to enhance the city’s cachet internationally.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on Chicago’s unique influence and trailblazing innovations, such as being the birthplace of the skyscraper, house music, and the cellphone. The narrative doesn’t follow a typical problem–solution arc, nor does it resolve through storytelling where Chicago directly saves the day. Rather, it positions Chicago’s identity as uniquely original, highlighting its global impact and distinctive heritage. The campaign’s focus is to reaffirm Chicago’s special place among world cities, making its unique personality the creative pivot. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats