NAVY PIER
With restaurants, arts, music, and culture at Navy Pier you can have it all.
THE CHALLENGE
Navy Pier is the midwest's #1 tourist and leisure destination, attracting more than 8.6 million visitors a year. It offers entertaining, dining and shopping in a unique lakefront setting. However, it is challenged by the perception that parking and other associated costs at Navy Pier are expensive -- and that Navy Pier is a tourist trap and summer-only entertainment destination.
THE ANSWER
Remind Chicagoan residents and tourists alike that Navy Pier is the strongest, most diverse entertainment venue in Chicago... allowing every member of the family the opportunity to “Have it All” all year round.
THE EXECUTION
TV Spot. Print. Radio. Targeted Placement. By utilizing families, couples, and friends throughout traditional, digital, and guerrilla tactics, the "Have it All” campaign showcases there is everything for everyone at Navy Pier.
“Every time I visit the Pier, I feel like I’m part of something bigger. There’s always something new or unexpected, and it’s wonderful to be surrounded by so many different people having the time of their lives.”
