Chicago Traveler Blog

Chicago Traveler Blog

Chicago Drops Its "Second City" Slogan... and Changes It!

12/15/11 | by

Unfortunately, this is no joke. It’s real, it’s random and it has taken us all by surprise. In an effort to re-brand the city, Chicago is doing away with its famous “Second City” slogan.

First of all, we want to know what was wrong with “The Second City.” But nevertheless, apparently the city of Chicago feels like moving on from that moniker. The new slogan: “Second to None.”

Say what?!

Lets be honest here, it’s a little cheesy. I’m sorry if I sound overly critical, but “Chicago: Second to None” isn’t exactly “What happens in Vegas, stays in Vegas.” Where’s the pizzazz? Where’s the humor? But most of all... it’s just really not necessary to change our historical nickname. And besides, everyone already knows New York ain’t got nothing on Chicago anymore...

This is all part of the Chicago Convention and Tourism Bureau’s $1.8 million campaign to increase tourism in Chicago, which will actually be the first ever tourism campaign for Chi-Town. Several of the top Chicago attractions are major investors in the program including Shedd Aquarium, Navy Pier, the Field Museum and Broadway in Chicago.

Along with the slogan change, Chicago’s image makeover will also include print, web and television ads. Set to get under way in January, the TV ads -- which at first will only be shown in nearby mid-western cities -- will be Chicago’s first. If all goes well though, the ads will spread nationally and internationally.

The target audience: women. This apparently due to a finding that women typically “make the travel buying decisions.”

The tourism industry is incredibly important to Chicago’s economy as it brings in $11.1 billion in direct spending, and this new campaign is focused on dramatically raising that number even higher.

The re-branding effort, I’m all for, but the new slogan could use some work.

How do you feel about Chicago's new slogan?