mark manion

Research told us that St. Louis was a top destination for families with younger kids living in Chicago. So we doubled-down on that data, and positioned the Lou as a quick, fun, and affordable family escape from the big city. It's an easy drive or train ride, affordable once you're here, and way more fun than sitting in traffic or doing weekend chores like cutting grass and doing laundry.

 

So, we developed a campaign around a familiar tourist metaphor - the theme park ride turnstile - and used it as a rally cry to all Chicagoans to leave the chaos of the big city behind and let the fun begin. 

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