The Illinois Bureau of Tourism Soul of Illinois Niche Media Campaign


To introduce various niche market media outlets to the state of Illinois and travel options for African-American visitors to the destination.


Developed a niche tourism campaign aimed at the African-American travel market, the fastest-growing travel market segment in the U.S.


Secured coverage on two of the top three national urban radio shows and other nationwide media, totaling more than 10 million media impressions. Hosted a “Soul of Illinois” FAM trip, with five publications, which delivered 2.5 million media impressions. Partnered with Southwest Airlines for complimentary airfare for all attendees; free fares on Amtrak to travel within the state; discounted ground transport fares and complimentary meals.

Case Studies

From destinations to travel entities to international food and wine products, our agency has successfully launched initiatives and campaigns to effectively position our clients.

General Snapshot of our Media Relations Success