CHICAGO — In a city long celebrated for its architecture, food, and vibrant neighborhoods, officials have launched a fresh tourism push aimed not just at attracting visitors — but at reshaping how Chicago is seen by the world and its own residents.
The new campaign, “Never Done. Never Outdone,” comes from Choose Chicago, the city’s official tourism board, and aims to showcase authentic stories from all 77 community areas — while challenging perceptions that Chicago is unsafe.
A City Selling Its Soul — Not Just Sites
Unlike previous campaigns focused primarily on out-of-towners, this new effort targets both visitors and locals, encouraging Chicagoans to see their own neighborhoods as part of a larger, powerful narrative.
“This new campaign is honest. It’s authentic,” said Mayor Brandon Johnson. “It represents our city in its fullness.”
From Juneway Terrace on the Far North Side to 138th Street on the Far South Side, the city’s diversity is central to the message. Every block has a story — jazz on one corner, bucket drummers on the next — and those stories are what this campaign aims to amplify.
The Power of Reframing Perception
For decades, Chicago has battled the “crime city” label, often unfairly painted by national media and political rhetoric. Officials hope this new strategy can begin to shift that narrative.
Kristen Reynolds, the newly hired CEO of Choose Chicago, emphasized that this is more than marketing — it’s a civic rallying cry.
“Fifty-five million visitors a year come to Chicago and have a great time,” Reynolds said. “But people outside still hear stories that don’t reflect the real Chicago. This campaign is about changing that.”
‘Never Done. Never Outdone.’ — A Message in Motion
The campaign’s slogan is already being splashed across billboards, buses, and social media. A featured video by Grammy-winning poet J. Ivy delivers a passionate spoken-word tribute:
“A city connected, not just by train lines or shorelines, but by the drive to never settle. We talk less, dream bigger, and never stop pushing.”
Another key line from the website reads:
“Welcome to Chicago. A city of world shakers, curse breakers, and legend makers. A city that’s never done and never outdone.”
The branding aims to evoke confidence and civic pride — something Reynolds says the city deserves to embrace more boldly.
“We’ve had that Midwest humility for too long,” she added. “Now we’re saying it out loud: ‘We’re Chicago. We’re amazing. It’s OK to brag.’”
An Insider’s Welcome
Despite being just one month into her role — and a new Chicago resident herself — Reynolds is fully immersed. She’s riding CTA buses, exploring neighborhood parks, and walking the streets to absorb the real feel of the city.
“I’ve felt really safe here,” she said. “And I’m excited to be part of this community.”
For those worried the city is trying to paper over real challenges, officials say that’s not the case. Instead, they want to balance the narrative — to show both resilience and joy.
The Campaign’s Long Game
With the slogan “Never Done. Never Outdone.” now rolling out across multiple platforms, the hope is that it becomes not just a tagline — but a citywide ethos.
Choose Chicago says success won’t just be measured in tourism dollars, but in how residents begin to see themselves and their neighborhoods as part of a world-class destination.
“A good campaign can last forever,” said Reynolds. “But it’s up to the people to decide if it resonates.”
What do you think of the new Chicago tourism campaign? Does it reflect your neighborhood and your experience of the city? Share your thoughts in the comments on ChicagoSuburbanFamily.com.
