Image is everything when you’re holding the most popular sporting event in the world in your town." data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

WORLD CUP’S KIND OF TOWN



Image is everything when you’re holding the most popular sporting event in the world in your town.

Taking advantage of the opening ceremonies of the World Cup in Chicago next year, the Illinois Dept. of Tourism is using the event to show that Chicago is a vibrant international city.
Armed with a new campaign showing people around the city tooling around with soccer balls, the state is showcasing the city with three new spots with the tag-line, ‘Chicago. It’s easy to do.’
One spot, titled ‘Amateurs,’ highlights Chicago as one of the host cities of the World Cup next year. The spot shows ‘regular’ people kicking around soccer balls around such city landmarks as the Merchandise Mart.
Although media plans haven’t been finalized, the Chicago campaign may run internationally during the opening ceremonies which is expected to be seen by 1.5 billion people worldwide.
‘This campaign’s objective is to reintroduce Chicago to the world,’ said Tom Hall, head of Ogilvy & Mather/Chicago, which handles the tourism account. ‘It’s a chance of a lifetime, similar to what Barcelona did during the Olympics.’
Copyright Adweek L.P. (1993)