Illinois tourism rolls out summer ad campaign

Illinois Governor JB Pritzker announced new TV ads as part of its tourism campaign, “Middle of Everything.”

It stars Illinois native and Emmy and Golden Globe award-winning actress and director Jane Lynch.

The summer campaign features a catchy new song performed by Lynch.

The song promotes attractions, natural landscapes, and outdoor experiences that can only be found in Illinois.

“Our campaign has been a resounding success—bringing in millions of visitors and generating $1 billion in revenue,” said Governor Pritzker.

“With Jane Lynch as our shining star and spokesperson, I have no doubt we will have a record-breaking year for Illinois tourism.”

The new summer ad spots are currently airing in 22 media markets.

They are on TV across Illinois, seven neighboring states, and on cable TV nationwide.

For the first time, the spots will make their way to the global stage with the introduction of the Toronto, Canada market.

The 2023 “Middle of Everything” ad campaign builds upon the successful inaugural campaign from 2022.

It showcased Illinois tourism as the center of culture, food, outdoor adventures, architecture, history and more.

“It’s been an absolute joy to bring to life the ‘Middle of Everything’ campaign in new and exciting ways,” said Jane Lynch.

The campaign last year led to an additional two million trips, according to data from Longwoods International.

Every $1 spent on the campaign equated to $91 in visitor spending.

Locations featured in the new summer spots range from Chicago to Southern Illinois.

Destinations include Galena, Moline, Savanna and Nebo.

The ads highlight one-of-a-kind lodging like Rocky Comfort Cabins in Makanda and Harpole’s Heartland Lodge in Nebo.

Outdoor activities showcased include hiking through Mississippi Palisades State Park in Savanna and the Shawnee National Forest.

In addition to the TV ads, the campaign will also appear in local, regional, and national digital, print and out-of-home media including at Chicago O’Hare and Hartsfield-Jackson Atlanta Airports and Times Square in New York.