Illinois Department of Tourism

Whatever you’re looking to do in Chicago, you can find it here. Want amazing cuisine? Amazing music? We’ve got it. And if you’re part of the LGBTQ community we can show you some fierce and fabulous things to see and do. The Light Up the Night campaign was developed to make Chicago top of mind for younger, cosmopolitan travelers seeking culture, culinary and nightlife experiences.

We used a pixel stick as a device to pay off light. We created a type lock-up for the campaign and applied the effect here as well as with the Illinois logo.


We created Instagram and Facebook stories that focused on 3 areas for an evening in Chicago: dining, entertainment and our LGBTQ scene.

The culinary unit in the campaign generated the highest video views & engagement at 603,202.

For our content such as boomerangs and cinemagraphs, we turned the Illinois logo into a neon sign. Because neon signs are a huge part of the Chicago evening landscape, neon signs were captured throughout the city to pay off the idea of Light up the Night.


The content connects the consumer to a landing page on This page gives folks all the information they need to plan a trip rooted in an evening in Chicago.