|portfolio | Illinois Bureau of Tourism|
The Illinois Department of Commerce and Economic Opportunity (DCEO), Bureau of Tourism (IBOT) and the Illinois Tourism Alliance sought the marketing savvy of several agencies to support an integrated communications initiative to promote Illinois tourism. Each year, Illinois attracts more than 90 million visitors and adds $25 billion to the local economy as a result of an aggressive campaign to spur year-round travel directed to its wide variety of attractions. Integrated campaigns that span print/broadcast/online advertising, public relations and the Internet target general market and multicultural markets and position Illinois as one of the nation’s premier travel destinations.
In 2005, IBOT tapped Beaman Incorporated to create and manage a comprehensive, multiyear marketing campaign to target the African-American market, raising the visibility of Illinois as a prime travel destination and ultimately increasing African-American travel to the state.
Over a three-year span, Beaman Incorporated orchestrated a highly successfully strategic marketing campaign that employed numerous media channels. The campaign, themed “Soul of Illinois,” casts Illinois tourism through the lens of an African-American perspective, creatively pairing the state’s rich cultural legacy with an assortment of statewide destinations and attractions. Our work has encompassed: