Chicago Epic marketing cut due to state budget

Chicago rolled out an “Epic” campaign this spring to attract tourists but it is now no more due to a lack of state funding:

Chicago’s latest tourism campaign, Epic, is about to end two months early thanks to epic budget cuts at the state level.

Choose Chicago, the city’s tourism program, is losing 40 percent of its operating budget in the latest set of state budget cuts, according to Crain’s. That means Epic, the (perhaps unimaginative) summer tourism campaign launched in April with a TV ad encouraging viewers to “be part of something epic,” would end July 1 rather than run through the summer. Unless they are talking about an epically rainy June, the campaign ending this early wouldn’t leave much sizzle in the summer tourism industry.

Choose Chicago CEO Don Welsh said in statement that the program will lose most of its funding, from the state hotel tax, unless there is a last-minute approval of the state’s 2016 fiscal budget—increasingly unlikely as the week progresses…

The loss of Epic could deal a blow to Mayor Rahm Emanuel’s vow to boost tourism to 55 million visitors by 2020. Crain’s says Rauner, who was once the chairman of Choose Chicago, believes tourism is a boon to the local economy.

Two quick thoughts:

1. If you go with a catch term like “epic,” it is bound to be used sarcastically if something goes wrong (like the campaign ends early). Not exactly epic…

2. How do we – the public – know that such marketing campaigns work? Even though the Epic campaign is ending early, did it have any influence? Did the slogan catch on? What does this mean for future Chicago marketing campaigns? Just because a big campaign was out there doesn’t mean that it did much in this media and advertising saturated world.

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