In 2018, the Illinois Office of Tourism launched a new LGBTQ and diversity campaign, “Amazing for All.”
To celebrate and support the new initiative, the TimeZoneOne team organized a community activation at Chicago’s Northalsted Market Days – the largest street festival in the Midwest – where it got incredible visibility and was deemed a sweeping success. Through earned and social media, the event generated significant awareness of the Amazing For All campaign and further cemented Illinois as a champion of diversity.
TimeZoneOne received several honors for this campaign, including
- PRSA Chicago’s “Best of Skyline” Finalist (including a perfect score)
- PRSA Chicago’s Skyline Award for the “Events fewer than seven days” Category
- Publicity Club of Chicago’s Golden Trumpet for the “Special Events” Category
At the heart of the activation in Chicago’s Boystown neighborhood (America’s first recognized gay village) was a 6'x23' wooden “Amazing for All” wooden sculpture, designed and produced by local artist and LGBTQ ally Matthew Hoffman, who is now in the state’s Illinois Made Program.
TZO executed key marketing tactics before, during and after the event to maximize exposure.
On the day of the event, we hosted eight LGBTQ and drag queen influencers to promote the event and direct followers to the a dedicated landing page. We shared live social media content throughout the weekend with Enjoy Illinois’ 300,000+ followers and had a dedicated team member allocated to community management to field any comments—positive or negative—on the content.
We also ran a custom AFA Snapchat geofilter throughout the event and secured interviews from local broadcast and LGBTQ media with the IOT director.
After the event, press materials were distributed to media in key domestic markets and IOT’s five international target markets. We repurposed our influencers’ content for paid campaigns on Instagram feeds and stories, as well as Facebook canvas, plus populated the Amazing For All landing page with a feed of UGC from the activation.
The sculpture is now a permanent landmark in Boystown and continues to generate social conversation.
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