Brand USA Chicago and Illinois & Discovery Channel Social Video Partnership

The purpose of this campaign was to bring to life the destination of Illinois, Chicago and Route 66 as an untapped rich tapestry of holiday experiences to rival other big cities in the States such as New York and LA. We also built a sales attribution model which allowed us to track the campaign effectiveness of driving conversations into flights, hotels and holiday bookings.

Our mission was to build desire and awareness by creating native, editorial style social content that was in the style of Travel Channel’s Facebook, Instagram and Snapchat content to re-enforce the feeling that this was a truly integrated partnership

The storytelling focused on shining a light on the hidden gems that can be found in the State of Illinois in order to inspire and inform.

We created different strands based on particular passion points, interests and attractions that Illinois had to offer travelers and modulated the targeting to match each corresponding audiences

The overall reaction to the branded video content was strong – engagement and positive comments have been very forthcoming from Travel Channel’s audience