Second City to Get Showcase in New Effort

CHICAGO The City of Chicago is targeting the more than 66 million travelers who pass through O’Hare International Airport annually in a bid to promote the area’s business capabilities.

The pro bono effort, valued at $3 million in media, will include banners, billboards, brochures and kiosks in more than 100 locations throughout the O’Hare terminals. The campaign was created in partnership with Chicago’s business, government and nonprofit sectors. Creative was handled pro bono by Jim Schmidt, executive creative director at Euro RSCG Tatham Partners in Chicago, and Tatham cds Joe Stuart and Tom Kim.

“This campaign is the result of business and government working together to showcase Chicago,” said city mayor Richard M. Daley in a statement. “I encourage the millions of travelers passing through O’Hare to, at some point, experience Chicago outside of the airport. I guarantee they’ll like what they see.”

The creative team developed 12 different concepts, each intended to represent a blend of the city’s business, quality-of-life, aviation and tourism advantages. Against photographs of city buildings and sites appear headlines that include, “Chicago. Where the sky was first scraped” and “How ironic. A city you never want to leave and an airport that you can take anywhere.” The campaign is themed, “Get connected in Chicago.”

The work was coordinated by business-development group World Business Chicago.