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Rate the new Illinois tourism ad “Time for me to drive”

Wednesday, May 12, 2021

* Press release excerpt…

Governor JB Pritzker today joined the Illinois Office of Tourism and industry leaders to kick off “Time for Me to Drive,” a new campaign to promote the return of travel across the state. In its first new campaign for tourism since the onset of COVID-19 last year, the State of Illinois is encouraging residents and visitors to get out and enjoy Illinois’ diverse communities and scenic landscapes safely.

To view and download media assets for “Time for Me to Drive” click here.

A multi-state ad campaign set to launch later this week will encourage travel to a broad range of destinations throughout Illinois, while positioning the state to seize on pent up demand. As consumer trends reveal an increased desire to travel by car, the new campaign is timed to highlight Illinois as a top choice for travel ahead of the summer season.

“The Abraham Lincoln Presidential Library and Museum is one of our state’s greatest attractions having welcomed millions of people from around the world. That’s why I chose it as the place to announce Illinois’ new tourism campaign – one designed especially to meet this moment in our history,” said Governor JB Pritzker. “After an incredibly difficult year in which the pandemic kept us all close to home and staying apart, lifesaving vaccines are bringing us back to life and heading toward a summer of fun and venturing out. Today I’m proud to launch the Time for Me to Drive Campaign – inviting people to see all of Illinois, showing off adventures of all kinds: Historic sites and winery tours, state parks and rock climbing, hiking, and zip-lining, hundreds of craft breweries and thousands of excellent restaurants across the state.”

“Time for Me to Drive” highlights the state’s seven national scenic byways and highways as more travelers seek to pack their cars and hit the road, a trend seen increasingly across the country. Featured trips span the state’s iconic museums, world-class architecture, and natural wonders, including Matthiessen State Park in Oglesby, Mississippi Palisades State Park in Savanna, the Shawnee National Forest, and the Garden of the Gods in Herod. Road trip itineraries also promote the discovery of destinations in and around Chicago, including award-winning restaurants, small businesses offering Illinois-made products and unforgettable locations like Chicago’s Navy Pier, the Riverwalk and of course the city’s diverse neighborhoods.

Overall, the Illinois Tourism Office, housed within the Illinois Department of Commerce and Economic Opportunity (DCEO), has created over 60 original itineraries to help visitors navigate Illinois’ unique communities and natural resources.

The campaign will run on television, radio, digital and print media, and highway billboards spanning 18 markets, and with ads also available in Spanish. “Time for Me to Drive” represents the first phase of the State’s strategy to revitalize tourism in Illinois focusing on summer trips and regional overnight stays. Future tourism promotion efforts will be launched as indoor tourism activities, large festivals and mainstay attractions resume as public health guidelines allow. This gradual approach to tourism promotion will play an important role in supporting a safe return of the industry and its workers, while also boosting tourism revenues.

Total spending is $6 million.

* Here’s the spot

- Posted by Rich Miller        

16 Comments
  1. - Stu - Wednesday, May 12, 21 @ 12:07 pm:

    Nice to hear REO’s music…now time for an ad with Cheap Trick


  2. - ChicagoBars - Wednesday, May 12, 21 @ 12:19 pm:

    I like the video. Song choice is “meh”.

    Anybody know what some of that video’s featured parks are?


  3. - SouthSide Markie - Wednesday, May 12, 21 @ 12:22 pm:

    Not as good as the Pure Michigan ads, but still pretty good. ChicagoBars makes my point that the graphics in the ad which identify the featured parks could be a little more prominent.


  4. - In_The_Middle - Wednesday, May 12, 21 @ 12:22 pm:

    Catchy tune, nice scenery and beautiful places to travel around the state. But I think Illinois deserves at least 60 seconds. And the website viewers are directed to is very good and covers alot of Illinois.


  5. - 47th Ward - Wednesday, May 12, 21 @ 12:27 pm:

    The challenge with Illinois tourism is that Chicago is a draw in and of itself, and it tends to overshadow Shawnee Nat’l Forrest, Mathieson State Park, Galena, etc. Plus, Chicago does its own tourism advertising.

    I think this ad is a good example of trying to sell too much. There are great places for a road trip in Illinois, but no one in their right mind wants to be caught in Chicago area traffic. That’s a contradictory message that would be cleaner if this ad omitted Chicago and instead focused on road trips/day trips to the locations highlighted.

    The music was the best part of this ad, except for the singing. Oof. Just let REO handle that next time.

    I’d give it 3 out of 10 stars. Needs improvement.


  6. - @misterjayem - Wednesday, May 12, 21 @ 12:33 pm:

    It doesn’t appeal to me, but I don’t think that it’s intended to.

    – MrJM


  7. - Jibba - Wednesday, May 12, 21 @ 12:38 pm:

    Solid B. The text could be larger (I saw it twice on my phone before I even noticed the text).

    BTW, it you don’t at least know the names of every park in this ad, you spend too much time in your own region. Or indoors, perhaps.


  8. - Kittycakes - Wednesday, May 12, 21 @ 12:42 pm:

    C minus. really boring. no one is going to google any of the places highlighted. i would suggest they watch a pure michigan spot and try again.


  9. - Merica - Wednesday, May 12, 21 @ 12:44 pm:

    Nice production value. Let’s not kid ourselves, all
    the tourism is headed in the opposite direction. 3 million people downstate and throughout the Midwest need their American Girl Doll fix, a taste of real pizza, tip their toes in some diversity, and some scenery


  10. - Oswego Willy - Wednesday, May 12, 21 @ 1:12 pm:

    It’s a C+

    Yeah, it’s aimed at trying to attract people here… it’s a nice spot… but if this was suppose to jump start a wave of tourism… it’s nice and may feel good to those who are the target audience (I’m not the target audience) but tough to see this campaign as a small snowball ramping up to an avalanche of folks.

    C+


  11. - Annonin' - Wednesday, May 12, 21 @ 1:21 pm:

    Good start…should have lots of folks jumpin’ and jivin’ up fifty five


  12. - ChicagoBars - Wednesday, May 12, 21 @ 1:23 pm:

    “BTW, it you don’t at least know the names of every park in this ad, you spend too much time in your own region. Or indoors, perhaps.”

    This is certainly an interesting critique about an ad intended to draw tourists to the State…


  13. - ChciagoMan12 - Wednesday, May 12, 21 @ 1:28 pm:

    I think it’s a start in the right direction for the state. I’m staying optimistic. More ads like this and focusing on different aspects of the state could make for a great post-COVID tourism boom!


  14. - Jibba - Wednesday, May 12, 21 @ 3:26 pm:

    Chicago Bars, it was you that asked the question, not the target audience of out-of-staters. I don’t expect them to know, but Illinoisans should.

    BTW, which one was unknown to you? Just wondering.


  15. - Cyber - Wednesday, May 12, 21 @ 6:51 pm:

    Tin ear while gas lines are growing on the East coast.


  16. - Responsa - Wednesday, May 12, 21 @ 10:39 pm:

    C. I am not impressed. Many states have ads out now to lure their residents to “weekend” and to entice people from other states and countries to visit. Illinois has much to offer and I am sorry this ad does not stand up to the competition very well.


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