Problem How can Navy Pier increase visitation by both locals and tour- ists in the Chicago area? Solution With a complete out of home campaign employing various media formats. Background The Navy Pier in Chicago was challenged with the same prob- lem that many tourist attractions face in big cities. How to increase visitation and engagement with the local population while still driving traffic from visiting populations. There’s a fine line between being too “touristy” and being a place that the locals think of with pride. Objective The agency was challenged with how to use out of home ad- vertising to re-engage locals for a tourist location. The team also wanted to tell the story of the Pier. The strategy utilized a wide variety of media for reaching residents on a local l

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