The Illinois Bureau of Tourism Reaches Out To African-American Travelers With New Campaign

• 
  SAVE
• 
  SHARE
• 
  TEXT SIZE
• 
  PRINT
• 
  COMMENT
• 
  PDF

. October 14, 2008

The Illinois Department of Commerce and Economic Opportunity, Bureau of Tourism (IBOT) announced an advertising and public relations campaign to target the $4.8 billion African-American travel market. The campaign, titled "The Soul of Illinois," is part of a larger effort to promote the rich ethnic, cultural and historical diversity of Illinois, as well as its varied leisure activities and destinations.

The new campaign is an engaging program of print advertisements that feature attractive, contemporary images of African-Americans showcasing various facets of the state, as well as lively radio spots. The advertisements will run in markets with high African-American populations including: Georgia, Florida, Washington, DC, Maryland and Pennsylvania; as well as in surrounding states including: Wisconsin, Indiana, Michigan, Missouri and Ohio.

One component of the campaign will deliver a personal touch to travelers by incorporating some familiar faces. Themed "My Illinois," some of the print executions will feature African-American celebrities and others of note who are Illinois natives or have strong connections to the state. An aggressive public relations program will supplement the advertising as well.

A highlight of the campaign is a new Web site - www.soulfulillinois.com - that will provide travel information and direct access for visitors to book travel packages. A comprehensive section will also be added for media access as well.

The "See What's Up in Illinois" African-American travel guide is a handy tool currently available to assist travelers plan their vacation. Comprehensive travel information is included in the guide, including a list of NAACP-approved accommodations in the state.

"The travel characteristics of the African-American market are quite impressive," said Jan Kostner, deputy director of IBOT. "Illinois is an ideal travel destination because it offers a variety of options and is particularly rich in African-American culture and heritage."

According to market research firm D.K. Shifflet and Associates Ltd. and the Travel Industry Association of America (TIA), in 2003 (most current information available) Illinois welcomed 84.9 million domestic and more than 1 million international visitors who spent nearly $23 billion on transportation, lodging, food, entertainment, recreation and incidentals in the state.

With everything from amusement parks, museums, galleries, restaurants, shopping destinations and more, the state offers a vast array of experiences for travelers and a rich cultural heritage to provide even greater appeal to African-American travelers. The African-American population, of areas such as Chicago, provides an attractive landscape for this travel market as well. The campaign positions Chicago as the gateway location, attracting the travelers into the state, resulting in incremental travel to other Illinois cities.

The driving force behind the development of the campaign was the increasing number of African-American travelers. The most current information available from TIA reported African-American travel increased from 72.2 million to 75.2 million person trips in 2003, representing an overall 4 percent boost. TIA also reports 74 percent of African-American travel is for leisure purposes, while Target Market News indicates African-Americans spend $4.8 billion on travel, transportation and lodging.

For more information about Illinois destinations and attractions or to order the "See What's Up in Illinois" African-American travel guide, visit www.soulfulillinois.com or call 1-800-2CONNECT.