People of Illinois
To target international visitors, we created a campaign that went something like this:
Illinois is home to great American icons, but what truly exemplifies the state is the people.
Maybe this is because some time ago a disproportionate amount of great Mothers who were exceptional at raising kind and welcoming children settled here.
Or, more likely, it’s simply because Illinois is located in what is called "The Heart of America", and some of that sentiment was taken to heart generations ago.
Creative Components: TV & Online video, website landing page, online media including rich media & banners, plus trade show elements.
In addition, print helped establish the nostalgic charm and persona of each Illinoisan featured.
DiscoverIllinois.org allowed visitors to delve deeper into each person’s story, plus the attractions and authentic experiences surrounding them.
Rich media gave viewers more than just a call-to-action. With each tool tip, they could reveal a little more about the person and the experiences around them.
