Instead of promoting typical tourist attractions, Choose Chicago, the city’s tourism agency, is focusing on promoting unique neighborhood offerings, and they are using residents to help get the word out.
“We really wanted to have an authentic approach that represented the communities the way the community wanted to be represented,” says Rob Fojtik, Choose Chicago’s vice president of neighborhood strategy.
The idea is to have the people living in these communities promoting them. And the promotion appears to be working. “We’ve seen instances of businesses that have lines out the door after content gets posted, and, on a broader data level, we do see the clicks increasing over time as well, and people going to spend their money at these businesses for sure,”says Fojtik. “You want to live a life that’s exciting, go try something new, go to a new place, explore a new thing," he said.
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