WATCH CHOOSE CHICAGO’S  NEW CAMPAIGN: “NEVER DONE. NEVER OUTDONE.”

By: Sorin Dutoiu | 29 June, 2025

Chicago is ready to reintroduce itself to the world — bolder, more authentic, and more united than ever before. Today, Choose Chicago unveiled its powerful new marketing campaign, “Never Done. Never Outdone.”.

t is a bold, community-rooted message designed to position Chicago as a premier global destination for leisure travel, meetings, and events.

Launched at the height of peak travel season and ahead of the highly anticipated U.S. Travel Association’s IPW 2025—the largest inbound international travel trade show in the country—the campaign sets the stage for a new chapter in the city’s global tourism story. With over $5.5 billion in future travel expected from the four-day IPW event, the timing couldn’t be more strategic.

A Campaign Built by the Community, for the World

What sets “Never Done. Never Outdone.” apart from past tourism efforts is its deep foundation in community collaboration. The campaign is the culmination of a year-long brand strategy process involving more than 300 listening sessions, focus groups, sentiment surveys, and brand showcases. From neighborhood residents to hospitality leaders, the voices of everyday Chicagoans helped shape the heart and soul of this initiative.

“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,” said Kristen Reynolds, President and CEO of Choose Chicago. “I’m confident the result will resonate with visitors and locals alike.”

“Work like this can only be born out of meaningful collaboration,” added Mayor Brandon Johnson, praising the campaign’s inclusive process and ability to share “an authentic depiction of our city.”

A City of Resilience, Reinvention, and Reach

At its core, “Never Done. Never Outdone.” captures Chicago’s essence — a city that’s always evolving, never complacent, and continually pushing creative, cultural, and culinary boundaries. From the glittering lakefront and world-class dining to thriving neighborhoods and sports fandom, Chicago refuses to be boxed in or underestimated.

“This campaign reflects a mindset that’s deeply original, bold, open-minded, and grounded in community,” said Lisa Nucci, Chief Marketing Officer at Choose Chicago. “Chicagoans truly love their city. That civic pride is really at the heart of this message.”

To mark the campaign’s debut, a visually compelling campaign video was released featuring Grammy Award-winning poet and local artist J. Ivy, whose words bring the spirit of the city to life.

More Than a Slogan — A Strategy

While past campaigns primarily targeted leisure travelers, “Never Done. Never Outdone.” casts a wider net. The message is crafted to resonate with a broad spectrum of audiences: meeting planners, international visitors, creative communities, economic developers, and — most importantly — Chicagoans themselves.

Local rollouts will include advertising on city information panels and social media activations, while national and international campaigns will target key markets such as Atlanta, Los Angeles, Miami, New York City, and countries including Canada, Mexico, the UK, Ireland, Brazil, and Japan.

“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. “This new effort will support our thriving tourism economy and countless jobs across the State of Illinois.”

A Creative Collaboration

Choose Chicago partnered with a powerhouse team of agencies to bring the campaign to life:

• MMGY Global (brand strategy)
• Envisionit (digital and creative)
• Agents of Slang (creative)
• October Productions, Word and Soul, and Chu Batsaihan (production and content)

The collaborative approach ensured every visual, word, and frame aligned with the campaign’s mission to showcase Chicago’s unique vibrancy and unstoppable energy.

A Defining Moment for the City

“I can’t imagine a better note to end my tenure on than the launch of this campaign,” said Glenn Eden, outgoing Chair of the Choose Chicago Board. “This isn’t just a campaign—it’s a love letter to Chicago’s people and its future.”

As it moves from neighborhood billboards to international airwaves, “Never Done. Never Outdone.” doesn’t just market Chicago — it redefines how the city is seen, shared, and celebrated.

CHICAGO PREPARES FOR AN EPIC SEASON OF EVENTS AND CULTURE