Concepting. Copywriting. Story Boarding. Pitch Writing.
The president of the Chicago Tourism Board came to us with a plea. “We have to stop trying to be all things to all people,” he said. “We need a point of view. And maybe,” he paused, “a little bit of an edge.”
I dreamt up 2 of the 3 concepts we pitched, handled copy for all 3, and wrote the pitch presentation itself. My 2 concepts are described below.
Our first concept asks travelers to feel— to collapse the distance between the vibrant city and their own senses—to let the city in.
The second concept is about fusion and collision—the distinctly urban sensation of cultures mashing up to create something new. It invites travelers to experience the bold, complex and thoroughly unique. And to think of themselves as the same.