Choose Chicago has unveiled a new marketing campaign titled “Never Done. Never Outdone.”, aiming to redefine the city’s global image and invite travelers, event planners, and residents alike to experience Chicago as a dynamic, ever-evolving destination. The launch comes just ahead of IPW 2025, the largest inbound international travel trade show in the U.S., hosted this year in Chicago.
The campaign builds on over a year of extensive research and collaboration. More than 300 community listening sessions, stakeholder surveys, social research, and creative workshops helped shape the messaging. The result is a brand platform that embraces civic pride, celebrates the city’s creativity, and positions Chicago as a world-class destination for leisure, business, and culture.
A Campaign Rooted in Community Voice
“Never Done. Never Outdone.” isn’t just a tagline—it’s a civic mindset. According to Kristen Reynolds, President and CEO of Choose Chicago, the campaign reflects feedback from residents, businesses, and clients across Chicago’s diverse neighborhoods. “This message is steeped in community and stakeholder feedback,” she said, noting that the campaign reflects a “new era of visitor, business and economic domination.”
The campaign was intentionally designed to resonate across multiple audiences—not only tourists but also meeting planners, international sports fans, local creatives, and Chicagoans themselves. Its central themes of evolution, resilience, and boundless energy are meant to showcase Chicago’s unique ability to reinvent and inspire.
Citywide and Global Rollout
The campaign officially launched locally on June 16, 2025, with its global debut set to take place during IPW 2025. The event is expected to generate over $5.5 billion in future travel bookings and offers an ideal platform to showcase Chicago’s refreshed brand identity to the international tourism community.
As part of the launch, advertisements will begin appearing on local city information panels, followed by national placements in high-demand markets such as Atlanta, Los Angeles, Miami, and New York City. Internationally, campaign rollouts will target key source markets including Brazil, Canada, Ireland, Japan, Mexico, and the United Kingdom.
Markets Targeted by the Campaign
| Market Type | Target Locations |
|---|---|
| Domestic (U.S.) | Atlanta, Los Angeles, Miami, New York City |
| International | Brazil, Canada, Ireland, Japan, Mexico, UK |
The campaign’s initial engagement strategy focuses on sparking civic pride at home before spreading outward to attract global audiences. The first campaign video, featuring Grammy-winning local artist J. Ivy, is already generating buzz for its poetic tribute to Chicago’s energy and soul.
A Message That’s More Than Marketing
Mayor Brandon Johnson praised the inclusive and collaborative development of the campaign, calling it a meaningful representation of Chicago’s welcoming spirit. “They’ve taken great care to include the perspectives of a diverse cross-section of community voices,” he said.
Governor JB Pritzker also voiced support, calling Chicago “an ideal destination” and noting that the campaign will support countless jobs across cultural, culinary, and hospitality industries throughout the state.
Lisa Nucci, Chief Marketing Officer at Choose Chicago, emphasized that the message is personal and deeply authentic. “As a life-long Chicagoan, it has been an honor to work on this project,” she said, highlighting the pride that fuels the city’s tourism efforts.
Who Helped Bring the Campaign to Life?
The development of the campaign involved a range of creative collaborators, including:
- MMGY Global – Brand strategy
- Envisionit – Digital and creative partner
- Agents of Slang – Creative partner
- October Productions – Production partner
- Word and Soul – Creative partner
- Chu Batsaihan – Creative partner
Together, these agencies helped shape a message that’s both globally marketable and locally beloved. The campaign’s tone is bold, optimistic, inclusive, and grounded in real community insight—qualities that reflect the personality of the city itself.
A Long-Term Investment in Tourism and Economic Vitality
Choose Chicago’s new brand effort is more than just an ad—it’s a citywide movement to reintroduce Chicago to the world. As outgoing board chair Glenn Eden put it, “This is so much more than an ad campaign; it is a testament to Chicagoans’ love for their city.”
With international travel continuing to rebound, “Never Done. Never Outdone.” is a timely reminder of why Chicago remains one of the world’s most magnetic urban destinations. Whether you’re drawn by world-class dining, Lake Michigan views, cutting-edge arts, or diverse neighborhood culture, the new campaign promises to shine a spotlight on every facet of the city’s charm and character.
To learn more or get involved with the campaign, visit choosechicago.com.
