Governor Pritzker along with the Illinois Department of Commerce and Economic Opportunity (DCEO) and the Office of Tourism (IOT) today announced the launch of three new TV ads as part of its tourism campaign, “Middle of Everything,” starring Illinois native and Emmy and Golden Globe award-winning actress and director Jane Lynch. The summer campaign features a catchy new song performed by Lynch that promotes the diverse attractions, natural wonders, and outdoor experiences that can only be found in Illinois. To view the ads and other media assets for the “Middle of Everything,” click HERE. […]
“It’s been an absolute joy to bring to life the ‘Middle of Everything’ campaign in new and exciting ways,” said Jane Lynch. “Being able to share my passion for all things Illinois comes naturally, and getting to meet and work with so many inspiring people and unique businesses across the state is an honor.”
The new summer ad spots are currently airing in 22 total media markets, on TV across Illinois, seven neighboring states, and on cable TV nationwide. For the first time, the spots will make their way to the global stage with the introduction of the Toronto, Canada market. The 2023 “Middle of Everything” ad campaign builds upon the successful inaugural campaign from 2022, which spotlights Illinois as the center of culture, food, outdoor adventures, architecture, history and more. […]
The inaugural “Middle of Everything” campaign launched in 2022 led to an additional 2 million trips equaling an additional $1 billion spent in Illinois hotels, restaurants, small businesses, and attractions, according to data from Longwoods International. Additionally, every $1 spent on the campaign equated to $91 in visitor spending while generating $10 in state and local tax revenue for every dollar spent – an enormous return on investment.
Locations featured in the new summer spots span from Chicago to Southern Illinois and bring to life unique destinations along the Great River Road including Galena, Moline, Savanna and Nebo. The ads highlight one-of-a-kind lodging like Rocky Comfort Cabins in Makanda and Harpole’s Heartland Lodge in Nebo, as well as thrilling outdoor activities like hiking through Mississippi Palisades State Park in Savanna and the Shawnee National Forest. They also showcase authentic visitor experiences at small businesses that are part of the state’s Illinois Made program, including: Virtue Restaurant in Chicago, Rolling Oak Alpaca Ranch in Makanda and 17th Street BBQ in Murphysboro.
In addition to TV ads, the award-winning campaign will also appear in local, regional, and national digital, print and out-of-home media including O’Hare International Airport, Hartsfield-Jackson Atlanta International Airport and Times Square in New York.
For more information on trip ideas and itineraries, visit: Enjoyillinois.com/Middleofeverything
- James - Monday, Jun 26, 23 @ 11:52 am:
17th Street BBQ. Yumm…
- regular democrat - Monday, Jun 26, 23 @ 11:54 am:
I see the ads a lot I like them well done creative give it an A
- Amalia - Monday, Jun 26, 23 @ 12:04 pm:
I love these. Particularly because there are so many things I don’t know about. It’ makes the state’s land features look really interesting. And Jane Lynch is very fun.
- Back to the Future - Monday, Jun 26, 23 @ 12:05 pm:
F
Just awful.
We should not be wasting taxpayers money on this nonsense.
- Riversidian - Monday, Jun 26, 23 @ 12:10 pm:
The spots are fine. Nothing special, but they have a heavy lift to promote a lot of different things in the state.
Having said that, I’d love to see how Longwoods International calculated that last years’ campaign generated 2 million additional trips and a 91-to-1 return on investment. That can’t possibly be right.
- In_The_Middle - Monday, Jun 26, 23 @ 12:10 pm:
In the middle (of everything). I like it.
- The Truth - Monday, Jun 26, 23 @ 12:15 pm:
I think Jane Lynch is about as perfect of a casting job as possible. Likable, well-known, Illinois cred.
And investing tax dollars into the tourism industry is a thing that smartly-run states do, Back to the Future. Especially if you’re a state that actually has a lot of do.
- Tom - Monday, Jun 26, 23 @ 12:19 pm:
I like the slogan but hate the ads. Jane may be an Illinoisan, but who knew, and who cares. The music makes us sound like the state is still in the 1950s.
- ChicagoBars - Monday, Jun 26, 23 @ 12:23 pm:
It’s decent. Not sure I’ll be humming that tune myself but does nice job highlighting a bunch of downstate and hiking type destinations.
Probably not great I have 0.0% recollection of any Choose Chicago summer tourism campaigns though but that’s not on IOT.
- Immigrants Welcome - Monday, Jun 26, 23 @ 12:24 pm:
A. These are charming. Jane Lynch is a gem, and I want to go see all these places.
- Jerry - Monday, Jun 26, 23 @ 12:47 pm:
Great ad and better use of tax dollars than free money for rich owners of sports teams crying poor mouth.
Plus Jane Lynch was great on Criminal Minds.
- Excitable Boy - Monday, Jun 26, 23 @ 12:47 pm:
I hate musical style ads, so I hate this.
- Stones - Monday, Jun 26, 23 @ 12:51 pm:
Last week I caught an Illinois tourism ad on our local station here in Florida. First time I’ve ever seen that here. I thought it was well done and professional.
- Seats - Monday, Jun 26, 23 @ 1:04 pm:
Not a fan of the ad. Jane can be funny but the commercial doesn’t allow for it, and like others said showtunes singing style doesn’t really attack people under the age of 50.
- Lurker - Monday, Jun 26, 23 @ 1:35 pm:
It’s hard to be a fly-over state if you’re not in the middle. Just saying.
- JoanP - Monday, Jun 26, 23 @ 2:13 pm:
Meh. It’s middling.
- Rudy’s teeth - Monday, Jun 26, 23 @ 2:25 pm:
Rate C for cheesy.
Singing and antics displayed in the 30 second spot does little to draw visitors to Illinois.
- Proud Papa Bear - Monday, Jun 26, 23 @ 2:41 pm:
D
I love Illinois and I love Jane Lynch but I find the ad annoying and I see almost nothing in it that I couldn’t do in most any other state.
- 47th Ward - Monday, Jun 26, 23 @ 2:45 pm:
Nebraska has been running an ad featuring highlighting the fact that one can apparently raft down a river in a horse trough. Outside of Omaha, there is nothing to do in Nebraska.
https://visitnebraska.com/trip-idea/tanking-incredible-floating-sensation
But that doesn’t stop them from trying.
Illinois’ ad is better. Slightly.
- Rudy’s teeth - Monday, Jun 26, 23 @ 2:59 pm:
If the state of Illinois wants to draw visitors, just feature a spot with Alexi G walking in the Pride Parade on Halsted.
- Just a guy - Monday, Jun 26, 23 @ 3:23 pm:
The ads themselves are solid. I appreciate and like what they want to do. But being 100% honest as someone who moved here to go to college at Loyola in 94 and hasn’t left, I would be lying to you if I didn’t say that I’ve also gotten some glib comments from friends of mine who live out of state and have seen these commercials. More than one has asked when Jane Lynch is going to be in a commercial downtown with some “bus and police car twerking.” Like it or not, that is the way that many outside this state see us.
- JSI - Monday, Jun 26, 23 @ 3:48 pm:
Regularly, someone does a poll of the best BBQ in Southern Illinois. Rarely do locals say it’s the best.
- Frida's boss - Monday, Jun 26, 23 @ 4:27 pm:
That ad would be great to show people in the city and burbs there is other stuff to do in Illinois instead of going out of state.
Out of state I think you’d want to focus on Chicago. The Chicago ad though misses the mark, drawn and lengthy only focusing on 2 museums and Lincoln Park Zoo plus Great America (not in Chicago).
No mentions of restaurants, theater, comedy, concerts, lakefront, Navy Pier, shopping, history, etc
Every professional major sports league has a team in Chicago.
If I live in Nebraska or Montana or Wyoming why do I want to go hiking? Or canoeing? Things I can do in my home state.
Seems like a missed opportunity.
- towndal64 - Monday, Jun 26, 23 @ 6:16 pm:
I don’t find the ad very appealing. One of the first things the Office of Tourism should do is make sure when Fox is broadcasting the Enjoy Illinois 300 NASCAR race is to have them say that that the race is actually in Illinois, and not St. Louis
- Oswego Willy - Monday, Jun 26, 23 @ 6:24 pm:
Solid B
Why?
Selling Illinois is about embracing Illinois.
Jane Lynch is cynically warm and endearing, it’s being too cool for school but having the most school spirit.
Good stuff, I like where their head is at here.
Solid B