Scope: The Illinois Department of Commerce and Economic Opportunity (DCEO), Office of Tourism is seeking an advertising vendor to assist in the planning and execution of marketing programs to promote Illinois as a tourism destination. The programs will encompass domestic and international tourism and may also include marketing to niche markets such as meeting and conventions, sports, and group travel. Efforts will also include outreach to multicultural and LGBTQIA+ consumers.
DESIRED OUTCOMES OF THIS PROJECT/ENGAGEMENT
The DCEO, Office of Tourism’s current branding, “Illinois the Middle of Everything” inspires people to explore the diverse attractions, natural wonders and outdoor experiences that can only be found in Illinois and shows visitors why Illinois is truly at the center of it all. It beckons travelers with a pioneering spirit to discover Illinois’ immersive and authentic experiences. And while there has been much success, we want to continue to inspire travelers and grow the tourism industry’s impact. A thriving tourism industry is essential to the state’s economic vitality. We want to position Illinois as a premier travel destination by creating an emotive pull for visitors to experience everything from the urban magnificence of Chicago, Lincoln’s roots, the untouched nature in the Shawnee National Forest and everything in between. We also want to encourage Illinoisans to become our brand ambassadors and spread the word of the spirit, resolve and beauty of our great state and residents. On every level, our advertising should inspire visitors and encourage overnight stays in paid accommodations.
We are looking for an evolution of our current campaign, grasping the core tenets of the positioning, while potentially creating a new compelling, iconic and persuasive campaign poised to best represent the state in all executions—domestic and international, and reinforce our position as a premier place to visit. New, innovative and highly convincing ideas are encouraged and appreciated, as we look to celebrate and promote amazing Illinois. Creative should also be adaptable for international marketing to our current markets of the United Kingdom (UK)/Ireland, German-speaking countries of Germany, Austria and Switzerland, Mexico, Canada and India. We also have smaller efforts in France, Italy, and Japan. Additional markets may be added and/or modified throughout the duration of the contract.
The Illinois Department of Commerce and Economic Opportunity (DCEO), Office of Tourism manages industry efforts that result in sustainable and significant economic and quality-of-life benefits for Illinois residents. We are committed to making Illinois a model of inclusivity and a celebration of diversity. Working with industry leaders, state, local and national officials as well as with 38 statewide convention and visitor bureaus, we encourage overnight stays in paid accommodations throughout the state of Illinois through research-based integrated marketing efforts, as well as through our various grant programs. The DCEO, Office of Tourism is funded solely through hotel/motel taxes.
Due Date: 10/07/2025 – 10:00 am CST
Contact: cpogs.pro@illinois.gov
