Choose Chicago, the city’s tourism department, is ushering in a new era of prosperity for the Windy City with the launch of its latest campaign: Never Done. Never Outdone.
The new brand initiative aims to boost civic engagement and elevate Chicago’s global image as a world-class tourism destination.
A campaign rooted in community input
Choose Chicago developed the campaign’s brand strategy through insight gathered from more than 300 community and industry-wide listening sessions, as well as through focus groups, surveys, and research, according to a release.
The launch coincides with the start of Chicago’s prime tourism season and the arrival of the IPW 2025, or the International Pow Wow travel trade show, taking place at McCormick Place this weekend.
Choose Chicago estimates the city will generate $5.5 billion in travel bookings during the four-day convention alone. Other major tourism-driving events this summer include the 2025 NASCAR Chicago Street Race, Lollapalooza, Jazz Fest, Riot Fest, and more.
“Never Done. Never Outdone.” gets green light from local leaders
Local leaders have voiced strong support for the new initiative, applauding its role in fortifying Chicago’s global reputation and driving economic growth.
“Choose Chicago’s new ‘Never Done. Never Outdone.’ campaign is a true testament to all our city has to offer,” said Gov. J.B. Pritzker. “This new effort will support our already thriving tourism economy while backing countless jobs in the cultural, culinary, and hospitality industries across the State of Illinois.”
Mayor Brandon Johnson echoed the sentiment:
“I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign.
I’m confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.”
Learn more about Choose Chicago’s efforts here.