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‘Chicago Not in Chicago,’ the city’s latest tourism campaign, is a dud

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It’s understandable why the mayor’s office and tourism gurus sought to refresh Chicago’s global image with a new marketing campaign and tagline released a week ago.

Click here to read the story at chicago.suntimes.com.

Discussion Questions:

  1. What is tourism?
  2. How do cities benefit from tourism?
  3. Why is tourism important to the city of Chicago?
  4. How do you think marketing might influence where tourists may want to visit?
  5. What is branding?
  6. Why is the city of Chicago hoping to “refresh” its global image?
  7. What is a tagline?
  8. Why do companies sometimes use taglines as part of their branding and marketing strategies?
  9. Based on information from this story, describe Chicago’s tourism marketing campaign.
  10. What is Chicago’s tagline for this marketing campaign?
  11. Why does the author of this story think the tourism campaign missed the mark?
  12. Do you agree with the author? Why or why not?
  13. If you were a marketing professional tasked with developing a campaign to draw more tourists to the city of Chicago, what would you do? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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