City of Chicago launches new national ad campaign to improve its current negative image

"Chicago is truly a trailblazing city of firsts."

Photo by Sonder Quest on Unsplash

Chicago has been dealing with a bit of a reputation problem. To improve its tarnished image, the city has launched a brand campaign as a reminder of the influence Chicago has had around the globe.

"Chicago Not in Chicago"

The "Chicago Not in Chicago" campaign was announced on January 29 with a statement released from the mayor's office.

"Chicago is truly a trailblazing city of firsts. We were the first city to ever have a skyscraper, we're home to house and blues music, and even the first cellphone was created here," said Chicago Mayor Lori Lightfoot in a statement from PR Newswire. "This campaign will share our story of ingenuity that has inspired so many across the globe and reaffirm our place as one of the greatest cities in the world."

According to the press release, "The Masterbrand aims to change the brand perception of Chicago, bolster resident pride, and attract new residents, businesses, and tourists."

The brand campaign and social media

The campaign was launched on Monday, January 31, with a video filmed in New York City reminding viewers that Chicago's influence in cultural development in big cities around the world runs deep. The video runs on YouTube, which campaign leaders hope will be widely shared on social media.

The video, created by the Chicago ad agency Energy BBDO and shared on a new website, features a double-decker bus traveling the streets of Manhattan, as a tour guide reminds the viewer of the iconic New York sights that would not exist without Chicago's influence.

Why Chicago needs a rebranding

Troubles have mounted for the city in the past few years. 2021 closed out with the most homicides since 1996. In other bad news, Chicago has been hit hard by the pandemic, roving bands of teens have been wreaking havoc in the Loop, and there has been a rise in expressway shootings of which 2021 saw 264. So far, in 2022, the number is at 13.

Further, in the past year, the mayor has had some contentious public conflicts, including with the Chicago Police Department, the teachers union, and various alderman.

But the city would like the world to forget all of that and focus on something more positive.

The question remains if the marketing campaign will be successful in turning around the city's negative image. Or will it take actually addressing all the reasons why the city has a bad reputation in the first place?

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