INTERVIEW CHICAGO
WARREN R. WILKINSON In Person with...
Steve Hartridge speaks with the Chicago Convention & Tourism Bureau's Warren Wilkinson about the city's appeal to international visitors and how to sell its attractions
WARREN R. WILKINSON Chief Marketing Officer Chicago Convention & Tourism Bureau
Describe your main job responsibilities My responsibilities include directing the marketing and communications team in support of all marketing, brand development, communications and advertising efforts for Chicago as a global destination for leisure visitation and conventions.
What’s unique about Chicago’s line up of tourist attractions? Travel & Leisure Magazine readers recently voted Chicago as having the best skyline in the nation, but that is really just the beginning. Our Art Institute has one of the largest and most revered collections of impressionist and post-impressionist paintings in the world. The Museum of Science and Industry is the largest science centre in the Western Hemisphere, and the Shedd Aquarium has the largest indoor aquarium in the world. We also have Navy Pier, with rides, museums, theatres, boat tours, restaurants, shops, a beer garden, and even fireworks – not to mention a breath-taking setting on Lake Michigan. Then there is Skydeck Chicago in the Willis Tower, which offers visitors the chance to step out into a glass box where they can literally stare over 1,000 feet straight down.
Anything else? Well, Millennium Park has world-renowned architecture, free summer concerts, winter ice skating, and breathtaking beauty in the heart of the city. Finally, the Magnificent Mile is considered one of the Great Avenues of the world, with cutting-edge fashion, amazing accommodation, Tony Award- winning theatre, modern museums, and unforgettable dining. In fact it's a destination by itself!
How well – or poorly –do you feel the UK trade ‘knows’ Chicago? I believe most people are familiar with Chicago
42 July/August 2011 •
www.sellinglonghaul.com
as we are the third largest city in the US and we have fantastic daily airlift from London Heathrow to Chicago with eight daily non-stop via American and United as well as British Airways and seasonally with Virgin. However we have an opportunity to deepen UK travellers' understanding and appreciation of Chicago as a compelling leisure destination.
How important will travel agents be in communicating your ‘key’ messages? We will always want to communicate with the travel trade community as it is integral to our success in the UK market. We will continue educational efforts to ensure agents understand the depth of our destinations offerings.
Any specific activities for agents and operators you can tell us about? Our main plans are still in development. However, between July 21-25 the CCTB is hosting a VIP fam trip for senior executives of nine leading UK tour operators. The hook is the match between Manchester Utd and the Chicago Fire Major League Soccer (MSL) team at Soldier Field stadium. We will use the occasion to showcase Chicago's many attractions.
You know the UK trade through your previous role at the Indianapolis CVB. How different are the challenges in ‘marketing’ Chicago compared to Indianapolis? Chicago’s situation is quite different than Indianapolis as we have significant product already being offered and reasonable UK annual visitation that's currently at 158,000.
Is Chicago mostly ‘off limits’ to visitors in winter? Of course not! Chicago is a year-round destination. The city offers a wide array of indoor offerings. It has, great cultural institutions, dining, shopping and theatre, to name a few.
Do you have any specific tips or recommendations that would help agents sell a Chicago holiday? Chicago
“The city’s scenic beauty is just the start. Our prime location and two international airports make Chicago second to none when it comes to accessibility”
has unparalleled sophistication, class, and style, not to mention breathtaking views. And we’re not just talking about our skyscrapers. Chicago rests along 26 miles of shoreline, so a lake view is not hard to find. The city’s scenic beauty is just the
start. Our prime location and two international airports make Chicago second to none when it comes to accessibility. Our airport has 2,900 domestic and international non-stop flights every day and more than 60 of these flights are international. You can get to Chicago from nearly anywhere in the world at any time of day. Once you’re here you’ll find world-
renowned museums, theatre that’s home to world-premiere shows and a dining scene that has so many accolades; In fact, Alinea was recently named the number one restaurant in North America. So whether your guests want to try award-winning fine dining or dig in to our famous deep-dish pizza, Chicago has got something for every taste bud and every style. Then hit the streets for some exciting nightlife and entertainment: relax with a cocktail made by one of our award-winning mixologists, listen to legendary blues or jazz at a club, or just be part of the scene at one of our many ultra-hip nightclubs.
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