Choose Chicago has launched a new marketing campaign to position Chicago as a premier global destination for leisure travel, meetings, and events.
The new “Never Done. Never Outdone.” campaign – launched this week at IPW Chicago – was informed and influenced by a year-plus long brand strategy effort consisting of over 300 community and industry listening sessions, focus groups, sentiment surveys, social listening research, and brand showcases.
“Never Done. Never Outdone.” honours the spirit of our city—always evolving, always pushing forward, and never satisfied with the status quo. The campaign launches during peak season and as Chicago prepares to host the U.S. Travel Association’s IPW 2025, the largest inbound international travel trade show in the country. With $5.5 billion of future travel booked across this four-day show, this is Chicago’s moment to tell our story to the global tourism community,” Choose Chicago said.
“I could not be more proud to launch Choose Chicago’s new marketing campaign: ‘Never Done. Never Outdone.’” said Kristen Reynolds, President and CEO of Choose Chicago. “This message is steeped in community and stakeholder feedback and speaks to the continued evolution of our city and our new era of visitor, business and economic domination. I’m grateful for the time and dedication that my team took to listen to our residents, local businesses, and clients and I’m confident that the result will be a campaign that resonates with visitors and locals alike to drive economic vitality through every Chicago neighborhood.”
“From world-class dining, to beautiful lakefront views, to vibrant neighborhoods ready to explore, Chicago is an ideal destination for visitors from all across the world,” said Governor JB Pritzker. “Choose Chicago’s new ‘Never Done. Never Outdone.’ campaign is a true testament to all our city has to offer. This new effort will support our already thriving tourism economy, all while supporting countless jobs in cultural, culinary, and hospitality industries across the State of Illinois.”
“I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign,” said Mayor Brandon Johnson. “Work like this can only be born out of meaningful collaboration and engagement, and they’ve taken great care to include the perspectives of a diverse cross-section of community voices in the research that went into the campaign. I’m confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.”
“Never Done. Never Outdone.” is a campaign unlike any other Choose Chicago has launched in the past. Unlike previous campaigns, which focused primarily on attracting leisure travellers, this campaign is designed to speak to and inspire all audiences, including potential leisure visitors as well as meeting and event planners, the creative community, international sports fans, the economic development community, and most importantly, Chicago residents.
“‘Never Done. Never Done.’ reflects a mindset that’s deeply original, bold, open-minded, and grounded in community — values that are central to who we are and how we show up,” said Lisa Nucci, Chief Marketing Officer at Choose Chicago. “As a life-long Chicagoan, it has been an honor to work on this project and inspiring to see the way our partners in the tourism and hospitality industry and the civic sector have been so involved and invested from day one. Through hundreds of hours of listening sessions, preview events, and informal conversations, one thing was consistently apparent to me: Chicagoans truly love their city. That love and civic pride is really at the heart of ‘Never Done. Never Outdone.‘”
