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Last week, the 2024 Democratic National Convention (DNC) wrapped up in Chicago. The landmark event brought thousands of politicians, members of the media, celebrities, and delegates to Chicago. Despite all that star power, one of the main characters of the week was the city itself.
With a global spotlight shining directly on our great city, it was a rare moment of opportunity for the city’s tourism and hospitality industry. And the last-minute candidate switch-up only garnered more attention and eyes on the upcoming convention.
Here’s how the Envisionit team helped Choose Chicago make the most of this historic event and pull off an unforgettable DNC week — one that would lead to more than $371 million in economic impact for the city of Chicago.
Chicago on a national stage
When the DNC announced Chicago as the 2024 host city, it was a huge honor — but not a surprise. Chicago is the country’s best big city after all. And this was a once-in-a-lifetime chance to show the world exactly what makes our city great.
With more than 50,000 attendees descending on the city, Choose Chicago knew it would be crucial to expand the economic impact of the DNC beyond the area around the convention center and into Chicago’s 77 diverse neighborhoods.
As the city’s go-to resource for trip planning and inspiration, Choose Chicago was uniquely positioned to play a pivotal role in communicating with DNC attendees. And Envisionit was there every step of the way as the destination marketing organization launched a comprehensive multi-channel marketing campaign dedicated to the DNC.
Creating the go-to DNC resource
The DNC wasn’t just about politics; it was also about the people and the pulse of our city. To ensure the true spirit of Chicago shone through, Envisionit built a custom microsite on the Choose Chicago website to house an array of DNC content and resources.
The goal was to help every delegate, attendee, and local tap into the electrifying vibe of Chicago. We aimed to spotlight every corner of the city, support Choose Chicago partners, and serve up an array of helpful information to all DNC attendees — from media resources and trip planning tools to local gems waiting to be discovered.
The Choose Chicago DNC microsite included:
- FAQs about the DNC
- Accessibility information
- Trip planning resources
- Links to DNC venues and vendors
- Logistical information on road closures, public transit, and security zones
- Calendar listings of Chicago events taking place during DNC week
- Deals and special discounts for DNC attendees
The centerpiece of the microsite was a series of 12 digital guides that covered a variety of interest areas and personas, from LGBTQ+ nightlife to family-friendly fun to Black culture and history.
These guides were instrumental in connecting DNC attendees to everything from iconic Chicago attractions to under-the-radar spots in the city’s neighborhoods.
The guides were also an opportunity to support Choose Chicago’s members and help get them a slice of the substantial economic impact and positive exposure that the DNC would bring to the city.
Spreading the word
In the months leading up to the big event, the Choose Chicago and Envisionit teams worked on a variety of initiatives to complement and amplify the DNC microsite, including:
- A blog series highlighting various aspects of the Chicago DNC and showcasing key features of the city, like accessible experiences and locally owned businesses
- Email communications to share information and media coverage with partners and encourage locals to get out and explore the city during the DNC
- Creative out-of-home ads, including street pole banners and a vibrant new mural near the center of convention activities, that guided visitors to our DNC resources
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Seeing the impact
The numbers speak for themselves. The DNC microsite became a go-to resource for attendees and beyond, attracting over 120,000 users and racking up nearly 167,000 sessions from launch through the event.
Along with a strong influx of organic traffic, the DNC microsite also generated buzz thanks to a bevy of earned media. An array of outlets, from WBEZ to ABC7 to Us Weekly, touted the microsite and guides to local and national audiences.
All that attention helped lead to the most important result of all — a total economic impact of $371 million for the local economy of Chicago. That includes more than $58 million in off-site visitor spending, directly benefiting local restaurants, hotels, retailers, and entertainment venues throughout the city’s neighborhoods.
By all accounts, the DNC in Chicago was a smashing success that brought boatloads of media coverage and direct economic impact to the city. We’re so proud to have played a role in this historic moment in Chicago’s story and look forward to even more milestones ahead.
