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Holiday in the Loop

Client & Project

Chicago Loop Alliance (CLA) is a membership-based organization that creates, manages, and promotes high-performing urban experiences to attract people and investment to the Loop, the city's official downtown.

Signing Christmas Carol at Cloud Gate during Holiday in the Loop

Holiday in the Loop is one of CLA’s annual destination marketing campaign to attract and keep regional visitors and locals in the Chicago Loop, where the city would still be full of life despite the freezing winter. We designed a marketing plan—both digital and traditional media—to create a comprehensive visitor experience.

Marketing Plan

From November through January, we targeted regional visitors with 50,000 pocket guides in addition to a robust digital marketing.

Holiday in the Loop Pocket Guide - CLA
Holiday in the Loop Pocket Guide

The Holiday in the Loop pocket guides were translated into an ad on three large CTA train station kiosks and a website. The site contains a comprehensive guide to all the holiday attractions in the Loop. We promoted the campaign through targeted social media ads and email marketing. By partnering with organizations in the Loop, we were able to expand the reach of the campaign.

People reading Holiday in the Loop branding at a CTA kiosk - Holiday in the Loop
Pedestrians reading the Holiday in the Loop guide at a CTA kiosk on State Street

Unwrap the Loop

We designed this social media contest to create excitement, and convey authentic stories of the Chicago Loop.

The Nutcracker at The Joffrey Ballet during Holiday in the Loop

A social media contest called Unwrap the Loop matched member prizes with visitors, who shared their holiday moments in the Loop on social media. More than 500 people participated in the contests to win hotel stays, theatre tickets, holiday tours, fine dining, museum membership, and much more.

Result

  • 2.5M total estimated impressions
  •  2,841 new social media followers and 14.7K engagement
  • 86K pageviews and 38K sessions
  • Over 500 user-generated content
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