Choose Chicago has launched a new marketing campaign with a tagline of four simple words: “Never Done. Never Outdone.”

“Welcome to Chicago. A city of world shakers, curse breakers, and legend makers. A city that’s never done and never outdone. This is the city where hard work meets hope. It’s undeniable, yet undefinable – you just have to come see it for yourself.”

Choose Chicago developed the campaign’s brand strategy through insight gathered from more than 300 local community and industry-wide listening sessions, as well as through focus groups, surveys, and research, according to a release. It also consulted with focus groups of visitors who haven’t been to Chicago in a while and those who come every year to learn what should be emphasized and celebrated.

The launch coincides with the start of Chicago’s prime tourism season and the arrival of IPW 2025 at McCormick Place this weekend. Choose Chicago estimates the city will generate $5.5 billion in travel bookings during the four-day convention.

Local leaders have voiced strong support for the new initiative, applauding its role in fortifying Chicago’s global reputation and driving economic growth.

“Choose Chicago’s new ‘Never Done. Never Outdone.’ campaign is a true testament to all our city has to offer,” said Gov. J.B. Pritzker. “This new effort will support our already thriving tourism economy while backing countless jobs in the cultural, culinary, and hospitality industries across the State of Illinois.”

Mayor Brandon Johnson echoed the sentiment, “I am proud of the work our colleagues at Choose Chicago have done in developing this new campaign. I’m confident it will ultimately share an authentic depiction of our city and convey the open-minded, welcoming spirit of Chicagoans.”

The ad campaign will run in Atlanta, Los Angeles, Miami, and New York City, plus Brazil, Canada, Ireland, Japan, Mexico, and the United Kingdom.