Chicago Is No Second City

June 28, 2011

There’s a new slogan in town.

The Chicago Convention & Tourism Bureau has kicked off a $6 million marketing campaign, complete with a new slogan for the city: “Chicago: Second to None.”

The campaign was unveiled at the convention bureau’s annual meeting on Tuesday as an attempt to bring more tourists and events to the city of Chicago.

The new slogan will be used in a variety of ads, alongside Chicago highlights, like:

Soldier Field with boats around it.

It would be huge for Chicago to host a Super Bowl, but without a dome over historic Soldier Field, it's unlikely.

“The city that’s ranks number one in number rankings.”

“If our restaurants get any more stars, they’ll qualify as a solar system.”

“All we lack is a museum of museums.”

Besides the new tagline, the agency revealed plans to:

*Create a sports commission that will attract more professional and amateur sporting events to the area, especially winter games that will drum up hotel business during the slow winter months.

*Reopen sales offices overseas that were once run by the state but were closed because of budget cuts. Offices in Great Britain, Germany, Ireland, Canada, Mexico and France could increase international tourism traffic.

*Improve the bureau’s website: ChooseChicago.com.

Funding for the new campaign is coming from a tax hike, which doubled the tax rate on cab drivers and bus operators that service Chicago’s airports.

The tax hike was part of a bill that changed labor rules at McCormick Place, making it less expensive to hold conventions there, however, a federal judge put a halt to the labor provisions of the law. Officials are appealing, but the setback emphasizes the need for a new tourism campaign for the bureau, a nonprofit organization that relies strongly on taxpayer’s dollars.

“Chicago: Second to None.” I like it.

The new slogan, created by Downtown Partners Chicago, replaces the old one — “Make No Little Plans” — which was attributed to architect Daniel Burnham.

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