Bureau of Tourism Tries Something New
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The new campaign, which kicked off earlier this month, is a far cry from the sophisticated soft-sell, image-oriented efforts of recent years, which used arty visuals and tried to portray the state as a culturally enriching vacation spot with the slogan, “Illinois: The American Renaissance.” Now the push is more down-to-earth, purely “product driven,” according to Donna Shaw, appointed director of the tourism bureau last September by Governor Edgar. Shaw believes the campaign is right for these economically tough times because people are taking more short weekend vacations closer to home.
“We’re trying to boost the perception of Illinois as a weekend destination,” says Shaw. “The perception out there is that there is nothing to do in Illinois.” Shaw previously was a management supervisor at Bozell, Inc., where she oversaw advertising for the Illinois lottery; before that she was an account supervisor at Zechman and Associates, which produced the first major Illinois tourism advertising campaign in 1985.
It remains to be seen whether Shaw and O&M can significantly alter those statistics. The reality just may be that Chicagoans and other ]Illinois residents prefer what Wisconsin and Michigan have to offer. The Bureau of Tourism could wind up concluding that it needs to spend less on advertising and more on upgrading and expanding the state’s tourism infrastructure–the destinations tourists are encouraged to visit–if the numbers ever are going to change in Illinois’ favor.
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