New Illinois Advertising Campaign Launched; Tourism To Be Initial Focus

SPRINGFIELD -- Governor George H. Ryan today announced a new marketing campaign for Illinois that will initially promote the state's tourism industry. The integrated campaign will also be used to tout the state's business climate and quality of life.

"The new theme we've adopted for Illinois is Right Here. Right Now., which I believe captures the energy and forward-looking vision that my administration has taken in addressing the challenges and opportunities facing our great state," Ryan said.

The new slogan will be used to kick off the state's Spring and Summer tourism campaign. New television commercials, which will air across the state and elsewhere for 14 weeks beginning on Tuesday, April 25, will highlight getaway locations throughout Illinois. Supporting newspaper and radio ads will focus on a series of specific destinations to constantly provide new, surprising travel ideas. The advertising is also designed to encourage consumers to request the free Illinois Weekend Adventure Guide to plan getaways throughout the state.

The Department of Commerce and Community Affairs (DCCA) administers the Tourism Promotion Fund, which provides money for tourism advertising through a dedicated portion of the Hotel/Motel tax.

"By branding Illinois with the slogan Right Here. Right Now., we have a theme that works well for tourism and for all of our business communication needs. The theme also underscores our belief that there is no better place to live, work or visit than Illinois," said DCCA Director Pam McDonough. "The ad agency that's executing this campaign understands how to effectively sell Illinois' diverse and rich resources to travelers, businesses and workers."

The new theme and campaign were created by BBDO Chicago, which was awarded the account in February. BBDO Chicago President and CEO Tonise Paul noted, "We're so proud to be partners with the State. And we're confident the Right Here. Right Now. campaign will bring new tourism and business opportunities home to Illinois."