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Magnificent Mile High

The Mile High Takes Over the Windy City

The Challenge

The city of Chicago represents one of Denver’s top markets for leisure visitors. It also happens to have a high concentration of meeting planners—an important audience for the convention business brought in by VISIT DENVER, Denver’s tourism and conventions bureau.

With a single campaign, we needed to make a big splash with both audiences, bringing to life the spirit and experience of Denver—a city filled with urban adventure, perfect for your next leisure trip or meeting destination.

Our Role

  • Campaign Strategy
  • Media Strategy, Planning and Buying
  • Out of Home Creative
  • Production
  • Experiential Consultation

The Solution

VISIT DENVER wanted to show Chicagoans the outdoor urban adventures they were missing at 5,280 feet.

Our strategic out-of-home buy focused on the most heavily populated and trafficked areas throughout the city of Chicago, which contain a high concentration of both leisure and meeting planner audiences. Media placements included billboards in the downtown core and unique three-dimensional transit advertising. We even took over the iconic L Train headhouses in the downtown area to give a sense of all the activities that are possible in the Mile High City. Under the theme of "Magnificent Mile High", we showcased attributes of the city like street art and outdoor adventure. This included 3D installations illustrating kayaking in the city and the world-famous Red Rocks Amphitheater.

In addition to media placements, VISIT DENVER established a presence at one of Chicago's most popular street festivals, which offered visitors an immersive and hands-on “Denver” experience complete with Denver-local whiskey tastings, an oxygen bar, and interactive art mural.

Billboard in Chicago advertising pedicab driver services in DenverPedicabs in Chicago depicting Denver artwork and Denver attractions
Various bus and train station head house designs in Chicago depicting Denver attractionsVarious Chicago bus and train station head house design concepts and renderingsBig outdoor building placements for VISIT DENVER creative in Chicago
Head house creative in Chicago advertising kayaking in DenverVarious head house design concepts to advertise VISIT DENVER in Chicago

The Impact

Our larger-than-life out of home placements targeted to Chicago residents and commuters generated over 31MM impressions within a month. 

At the Taste of Randolph, more than 65,000 attendees were exposed to VISIT DENVER’s experiential consumer activation booth. 

Of the festival attendees, 85% are considering a trip to Denver.