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Illinois’ position in the center of the country inspired BBDO’s first campaign for the state’s tourism and economic development office.
“[Illinois] is the center of exciting experiences,” said Alan Rose, BBDO senior vice president and client service director. “That is really the heart of the positioning.”
A fully integrated campaign, breaking April 25 for a 14-week run, features the tagline “Right here. Right now.” The previous tagline, developed by FCB Worldwide in Chicago, was “Illinois: A million miles from Monday.”
Tourism officials were looking for a theme line that better incorporated the office’s economic development efforts, said Brian Reardon, a representative of the Illinois Department of Commerce and Consumer Affairs.
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