CASE PROFILE: CHICAGO THE MUSICAL

Chicago

CASE PROFILE
Client: CHICAGO
Promotional Partner: GRAY LINE DOUBLE DECKER TOURS

Profile:
A)  CHICAGO "Church" Fans. Fans were given to every customer on the Gray Line Double Decker tours, with a distribution of 150,000
B)  Gray Line Double Decker Tour Guide - CHICAGO 4-color ad in the guidebook with a new line distribution of 600,000
C)  Gray Line Visitor Center - CHICAGO advertising on 3'x3' backlit duratron at the Visitor Center ticket desk
  Chicago The Musical
Strategy:
CHICAGO sought out a partnership with a tourist destination that would allow maximum exposure and highest media value, at little cost to the client. As one of the city's premier tourist companies, Gray Line and its media programs were suited to the clients needs. 

Implementation:
HHC oversaw all aspects of the promotion including creative, administrative and media.

Results:
In a season when the decreased tourist market affected the revenues throughout New York City, CHICAGO directly benefited from this three-tiered promotion, and the client maintained a solid popularity amongst the tourists that traveled to NYC. Tourists and locals saw the fans at every turn, and the client benefited from hundred of thousands of impressions within the Times Square area.
 

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