The brief
Moving from a traditional to a digital-first marketing approach, Choose Chicago needed a web destination that inspired leisure travelers to discover things to do in Chicago and ultimately book their trip.
The idea
Tell a story that’s unmistakably Chicago by creating an immersive experience that inspires leisure travelers at every step of their user journey.
Our goal was to give an insider’s view of Chicago—through content and imagery—before they even stepped foot in our city. Our creative and tech teams worked closely to bring the life the website through content audit (of more than 3,000 pages!), content strategy, UX and site taxonomy, content editing and creation, UI design, and photo shoot direction.
The results
We’re proud the web experience we built and maintain received over 9M visits in 2021, playing a significant role in Choose Chicago being named Best Big City in the U.S. five years in a row by Condè Nast Traveler readers.
Since site launch in September 2019, compared to the old site —even with the pandemic—we’ve seen traffic to the blog has increase by over 300%, partner/member listings by over 90%, and calendar has seen an increase.