CHICAGO, March 25, 2014 – Last fall, MiniAbe took the state of Illinois by storm (and swept the hearts of viewers across the country) in “Spontaneous Fall,” an ad campaign for the Illinois Office of Tourism. Created by JWT Chicago, the program took viewers on an adventure made only for Illinois with a miniature version of the 16th president, and helped to raise tourism inquiries 78 percent over the prior year. For spring, MiniAbe is back in a whole new way — and this time he wants travelers to Be More Whoa-ed.
The latest campaign is the first from the Illinois Office of Tourism since retaining JWT Chicago as its agency of record earlier this year, following a review.
“With ‘Be More Whoa-ed,’ we wanted to once again highlight the diverse destinations and attractions the state of Illinois has to offer. From the Chicago beachfront to the Garden of the Gods to the John Deere Pavilion, MiniAbe gives viewers just a glimpse of the surprising experiences they can explore right here in Illinois,” said Illinois State Tourism Director Jen Hoelzle.
“For spring, we wanted to highlight the many visceral reactions and feelings people have when exploring the state,” added Gary Korrub, Creative Director, JWT Chicago. “‘Be More Whoa-ed’ is a call to action to visit Illinois and be surprised and inspired, something that happens all the time. People always say, ‘I didn’t know you could do that here.’ The ‘Be More…’ call to action will also be used in subsequent executions. Let’s just say MiniAbe has a big appetite for a little guy.”
The integrated campaign launches today with a rollout in 16 U.S. markets, with the U.K., Germany, Canada and national cable scheduled for later this spring and summer. Along with TV and mobile channels, a dedicated hub on the Enjoy Illinois website will be available for viewers who want to learn more about MiniAbe’s adventures and how to plan their next trip to see it for themselves. A second spot in the spring campaign is slated to break in early May.
To learn more, visit enjoyillinois.com, or follow @enjoyillinois on Twitter and Instagram, and use #MiniAbe.
About Illinois Office of Tourism
The Illinois Office of Tourism (IOT) directly supports the travel industry by promoting visitor travel both domestically and internationally, to help grow the tourism industry throughout the state. IOT is funded by a percentage of the state’s hotel and motel tax revenue. Destination information, trip inspiration ideas, the 2014 Illinois Travel Guide and more can be found at enjoyillinois.com or by calling 1-800-2CONNECT.
JWT is the world’s best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
Illinois Office of Tourism