NAVY PIER CENTENNIAL REBRANDING

The Challenge

As Chicago’s famous Navy Pier neared its 100th birthday, it was facing something of an identity crisis. While always a popular draw for visiting tourists, the Pier was not seen by many local residents as a place to go.

The Solution

The Pier’s leadership had already embarked on a regeneration program; tired old chain restaurants were replaced with local, independent eateries; the interior spaces were given a makeover; an enhanced program of arts and cultural events was introduced; a new hotel on the pier was planned; and the arrival of an enormous new ferris wheel signalled that change was everywhere. However local people were still somewhat unaware, and certainly not yet convinced that Navy Pier could become a regular destination.

We need a broad and impactful campaign that heralded the overall change, but also could deliver detailed news messages about specific events and activities.

Results

Research indicated that the campaign both surprised and resonated with various audiences within Chicagoland. The Pier saw a 37% increase in website traffic, and #100YearsofPier garnered over 2 million impressions. Local media, businesses, and civic leaders, also leant in, creating much coverage for the campaign and the Pier’s regeneration overall.

Most importantly, at almost 9million visitors, the Pier exceeded its targets and saw a larger proportion of visitors coming from the local neighborhoods.