JWT Piles Up the Miles for Illinois

CHICAGO J. Walter Thompson here will tout Illinois with a new theme, “Mile after magnificent mile,” in a new advertising and marketing campaign expected to launch in May, according to state officials.

The effort is intended to increase tourists’ overnight stays in Illinois by promoting both the city of Chicago and the state’s other destinations, said Jan Kostner, deputy of the Illinois Department of Commerce and Economic Opportunity ‘s Bureau of Tourism.

In addition to advertising, JWT and the state agency have put together branded three-day package deals for tourists to purchase. “It’s not going to be a campaign that looks like any other state,” she said.

The WPP Group agency won the business after a review that included the Chicago offices of sibling Young & Rubicam and Havas’ Euro RSCG Tatham. Though the account was originally worth $12 million, budget cuts have reduced that amount by half, Kostner said.