Chicago Launches New Global Campaign to Position Itself as a Destination of Community Pride
During IPW 2025, the leading international travel trade show in the United States, Choose Chicago officially unveiled its new global marketing campaign: “Never Done. Never Outdone.” This initiative aims to position Chicago as a top global destination for leisure travelers, event and convention planners, and lovers of culture and cuisine.
The slogan, which evokes a city that is constantly evolving and never overshadowed, is the result of over a year of strategic work informed by more than 300 community listening sessions, focus groups, surveys, and social media analysis. Its goal is to highlight a city in motion—fueled by the creativity, diversity, and resilience of its people.
Kristen Reynolds, President and CEO of Choose Chicago, emphasized that the campaign was shaped by direct input from residents, businesses, and tourism industry leaders.
The launch comes at a strategic moment: IPW 2025 brings together thousands of international buyers, with an estimated $5.5 billion in future travel business on the line. This global exposure allows Chicago to tell its story from an authentic, people-centered perspective.
Both Governor JB Pritzker and Mayor Brandon Johnson voiced strong support for the campaign, stressing its potential to create jobs and stimulate the local economy, especially across arts, food, and hospitality. They also praised the inclusive and participatory approach that shaped the initiative.
More than a tourism strategy, “Never Done. Never Outdone.” is a statement of identity and civic pride. It’s designed not just for tourists, but also for event planners, international sports fans, economic developers, and most importantly, the residents of Chicago, aiming to ignite a renewed sense of belonging and celebration.
The campaign features a signature video starring Grammy-winning spoken word artist J. Ivy, and will be promoted across major U.S. markets—including Atlanta, Los Angeles, Miami, and New York—as well as key international markets such as Brazil, Canada, Japan, Mexico, Ireland, and the United Kingdom.
