Choose Chicago announced the launch of a new marketing campaign to position Chicago as a premier global destination for leisure travel, meetings, and events. The new “Never Done. Never Outdone.” campaign was informed and influenced by a year-plus long brand strategy effort consisting of over 300 community and industry listening sessions, focus groups, sentiment surveys, social listening research, and brand showcases.

“Never Done.  Never Outdone.” honors the spirit of the city—always evolving, always pushing forward, and never satisfied with the status quo. The campaign launches during peak season and as Chicago prepares to host the U.S. Travel Association’s IPW 2025, the largest inbound international travel trade show in the country. With $5.5 billion of future travel booked across this four-day show, this is Chicago’s moment to tell the story to the global tourism community.

Launching locally, the “Never Done. Never Outdone.” campaign will make its international debut next week at IPW. Now launch includes the release of a campaign video featuring Grammy- Award winning poet and artist and local Chicagoan J. Ivy. The campaign will run in key local, regional, national, and international markets, targeting both leisure travelers and meeting and event planners. Advertising will begin locally to build campaign engagement and civic pride, then expand to other markets to help drive future leisure and business travel to Chicago.

Chicago residents can expect to see “Never Done. Never Outdone.” advertisements on city information panels and highlighted in social media activations in the coming weeks. Nationally, Choose Chicago prioritizes ad placements based on historical seasonal demand from top inbound leisure markets, including Atlanta, Los Angeles, Miami, and New York City. Internationally, ad placements and spend will also be primarily allocated to key leisure markets based on demand, including Brazil, Canada, Ireland, Japan, Mexico, and the United Kingdom. Choose Chicago will continue to engage members and community partners in the campaign efforts to infuse reasons why Chicago is “Never Done. Never Outdone.” into content and events.

Choose Chicago collaborated with a creative collection of agencies for the brand and campaign work including MMGY Global, Envisionit (digital and creative partner), Agents of Slang (creative partner), October Productions (production partner), Word and Soul (creative partner), and Chu Batsaihan (creative partner).