Opportunity:

• Illinois Tourism wanted to reach Yahoo Travel readers to inspire travel to the state … but not just to Chicago.

Solution:

• Collaborated with Yahoo Travel Editor-in-Chief on appropriate story angles and creative to promote Illinois to a global audience and inspire travel to the state.

• Produced a series of stories for this partnership based on several road trips and multiple interviews across the state of Illinois. Also contributed to social media development and targeting.

Results:

• Editorial content was syndicated across the Yahoo Travel website (14 million uniques monthly), including the Yahoo main page and social media channels, netting millions of clicks and even more impressions for Illinois Tourism.

  
  

  Example of produced story:
  Holy Kitsch! Get Your Kicks in Illinois on Route 66