Chicago Unveils Bold New Marketing Campaign: “Never Done. Never Outdone.”

In a city known for its relentless ambition, iconic skyline, and unmatched cultural tapestry, a new chapter in tourism promotion has begun. Choose Chicago announced the launch of its ambitious new global marketing campaign, “Never Done. Never Outdone.” — a bold declaration of Chicago’s unstoppable energy, creative spirit, and unwavering commitment to excellence.

Crafted over more than a year of research, reflection, and collaboration, the campaign is the product of over 300 listening sessions, focus groups, sentiment surveys, and brand showcases that pulled insight from across Chicago’s communities, industries, and neighborhoods. The result is a campaign that doesn’t just promote the city — it embodies it.

“This message is steeped in community and stakeholder feedback and speaks to the continued evolution of our city,” said Kristen Reynolds, President and CEO of Choose Chicago. “I’m confident that the result will be a campaign that resonates with visitors and locals alike to drive economic vitality through every Chicago neighborhood.”

Timed strategically to debut ahead of the 2025 U.S. Travel Association’s IPW — the country’s largest international travel trade show — “Never Done. Never Outdone.” positions Chicago on the global stage at a critical moment. The event, expected to drive $5.5 billion in future travel, offers a golden opportunity for Chicago to assert its dominance in the international tourism and events landscape.

While past campaigns largely focused on leisure travel, this initiative takes a more expansive approach. “Never Done. Never Outdone.” speaks directly to a diverse array of audiences — including meeting and event planners, international sports fans, business leaders, creative professionals, and most importantly, Chicagoans themselves.

“From world-class dining, to beautiful lakefront views, to vibrant neighborhoods ready to explore, Chicago is an ideal destination for visitors from all across the world,” said Governor JB Pritzker. “This new effort will support our already thriving tourism economy, all while supporting countless jobs in cultural, culinary, and hospitality industries across the State of Illinois.”

Mayor Brandon Johnson praised the campaign’s inclusive approach. “They’ve taken great care to include the perspectives of a diverse cross-section of community voices,” he said. “I’m confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.”

At the heart of the campaign is a poetic, high-energy video narrated by Grammy Award-winning poet and Chicago native J. Ivy, highlighting the city’s deep cultural roots, resilience, and reinvention. From late-night jazz in Bronzeville to the culinary mastery of immigrant-run kitchens, Chicago is a place where tradition and innovation dance in harmony — and this campaign doesn’t shy away from celebrating that spirit.

“As a life-long Chicagoan, it has been an honor to work on this project,” said Lisa Nucci, Chief Marketing Officer of Choose Chicago. “‘Never Done. Never Outdone.’ reflects a mindset that’s deeply original, bold, open-minded, and grounded in community — values that are central to who we are and how we show up.”

Locally, the campaign will roll out across city information panels and through a vibrant social media presence, inviting residents to take pride in the global story their city is telling. Nationally and internationally, advertising will target key markets including New York, Los Angeles, Miami, and Atlanta, as well as Brazil, Canada, Ireland, Japan, Mexico, and the UK.

The campaign’s creation was a collaborative effort with a dynamic roster of partners, including MMGY Global, Envisionit, Agents of Slang, October Productions, Word and Soul, and creative visionary Chu Batsaihan.

“This is so much more than an ad campaign,” said Glenn Eden, outgoing Chair of Choose Chicago’s Board. “It is a testament to Chicagoans’ love for their city — to the people and communities that give our food its flavor and make our neighborhoods come to life.”

With “Never Done. Never Outdone.” Chicago is staking its claim not just as a destination, but as a dynamic, world-class experience — a city that never stands still, never backs down, and never stops reaching for more.

This isn’t just Chicago’s campaign — it’s its calling card to the world.