Chicago’s tourism agency has unveiled a new $4 million advertising campaign featuring the slogan “Never Done. Never Outdone.” The campaign reflects a shift from the city’s traditional Midwest friendliness to a bolder, more confident image.
Choose Chicago President and CEO Kristen Reynolds, who recently joined after leading Discover Long Island, described the slogan as a symbol of Chicago’s readiness to “elevate, but also dominate.” The campaign debuted at Wintrust Arena ahead of the U.S. Travel Association’s IPW trade show, aiming to increase visitor numbers that have yet to recover to pre-pandemic levels.
The campaign video includes a narration by Grammy-winning Chicago poet J. Ivy and showcases Chicago’s vibrant sports culture, neighborhood festivals, lakefront views, and culinary scene.
Mayor Brandon Johnson praised the campaign for its honest and authentic portrayal of the city. Choose Chicago, which faced layoffs and budget cuts during the pandemic, now has an annual budget slightly above its 2019 level. The campaign development took 18 months and incorporated extensive community input through listening sessions, focus groups, and research.
“We were really sick and tired of people telling us who we are,” said Lisa Nucci, Choose Chicago’s chief marketing officer. “We wanted our brand to tell the world who we really are, not just why they should come here.”
The campaign will run in Chicago, other major U.S. cities, and internationally in markets including the United Kingdom, Japan, Mexico, and Brazil.
Reynolds noted that recent national scrutiny linked to federal immigration policies does not reflect the city itself. “This is not a city problem. This is a political problem, and we are not alone in that fight,” she said, emphasizing Chicago’s appeal to its 55 million visitors from last year.