Navy Pier Case Studies
Navy Pier required a marketing strategy that maximized awareness of its brand throughout Chicagoland. They needed to promote their list of ongoing activities and also increase ticket sales to three main events:
- Cirque Shanghai
- The Tall Ships,
- Winter Wonderfest
The campaign needed to connect with past visitors and encourage them to come back to the pier, generate new visitors, and encourage re-peat visits among both groups.
Our Unique Solution
We tapped into our media portfolio to develop a powerful solution. Our Creative Services team developed vehicles that spread Navy Pier’s message on air, in print, and through digital channels. We also initiated a visitor loyalty program for Navy Pier, generating repeat visits, driving new visitors and encouraging increased attendance to events.
- “Passport to Navy Pier” offered VIP experiences for Navy Pier registrants while NavyPierPassport.com, a customized Micro-site, provided customers with exclusive deals, savings and discounts.
- Highlighting Navy Pier’s special events, Tribune Media Group featured the Tall Ships exhibit with an integrated, multi-channel solution. This included an Advertorial Blockbuster in the Chicago Tribune, live on-air shots of Tall Ships on WGN News, on-site promotion, and progress reports fed across Tribune Media Group’s social media sites and blogs.
- Ticket promotions for Tall Ships and Cirque Shanghai “Cloud 9” ran on some of Tribune Media Group’s top entertainment and news websites including ChicagoNow.com, Metromix.com, WGNTV.com and CLTV.com.
- Winter Wonderfest was featured in the Chicago Tribune Special Sections (Sunday Art and Thursday Play) . Ads also ran on ChicagoTribune.com, ChicagoNow.com, Metromix.com, WGNTV.com, and CLTV.com.
- A strong increase an overall attendance to Navy Pier (up at least 9%)
- 100,000 tickets to events vs. 40,000 in the previous year
- Tall Ships Sail Away promotion sold-out immediately
- NavyPierpassport.com micro site produced 33,712 visits, 48,690 page views (June-Sept.1) and 12,841 registrants
About Navy Pier
Navy Pier is a family attraction in Chicago that boasts shopping, events, entertainment, dining and cruises.