In 2022 Navy Pier was sourcing agencies in order to create awareness and drive visitation for their 2023-2024 season. MCCS was chosen as one of these agencies and given five months to concept, design, and pitch a multi-channel campaign featuring the Pier’s expansive partnerships and programs.

I was tasked with overseeing a team of 5 designers and a copy writer for this project, meeting daily with leadership to review and revise the work according to our audience segments and research data. 

The Problem

Navy Pier had a perception issue. Locals felt that the Pier had nothing to offer them while city visitors looked elsewhere for “authentic” Chicago experiences. Our research proved that this couldn’t be further from the truth. With over 200+ events hosted each year, there is always something to do at “The People’s Pier”. 

The Solution

In bringing our Navy Pier campaign to life, MCCS defined three important steps: Awareness, Consideration, and Experience. These were the three consumer touchpoints where our campaign and our planned media connected most directly. Each stage of our consumer journey was designed to interact and engage with our audience segments in unique and personal ways to help them see Navy Pier as a future destination.

Driving Awareness

Using tv, radio, out-of-home, print and creative activations, we introduced a wider audience to finding their wonderful at Navy Pier.

We used these channels to deliver a different kind of awareness through moments that matter. These moments drive an emotional connection in our audience and elevate the importance of Chicago’s lakefront treasure.

ASSETS     Posters, Print Ads, Out of House Placements, Radio

Consideration

We then targeted our audience segments, using digital and social platforms to engage each group with bespoke marketing materials.

Our messaging and imagery were built to pique each audience’s unique interests, showing them how to find their wonderful before driving them to the experiences and events they crave.

ASSETS     Social Media Posts, Display Ads, Direct Mailer

Experiencing Navy Pier

The last leg of our consumer journey focused on creating incredible Navy Pier moments, driving more commerce and visitation.

By featuring unique and creative experiences, we were able to inspire discovery and wonder in our audience segments. This helped build a more positive emotional connection to Navy Pier and it’s place as a Chicago landmark.

ASSETS     E-Newsletter, Food Truck

At different locations, our Flavor Truck would serve a variety of great options to local Chicagoans and city visitors – Beat Kitchen favorites, delicious bites from Art Smith’s Reunion, sweets from Brown Sugar Bakery and more.

This veritable Taste of Navy Pier would highlight the range of culinary offerings and drive further visitation to the Pier itself.

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