Shopping Made Personal: ChicagoShopping.com brand re-launchJanuary 18, 2013
Campaign Goals: Generate awareness and clicks to the re-imagined Chicago Shopping, a portal dedicated to national and local shopping deals, but which had failed to get significant traction with its prior site focus.
Primary target: Women, 25-54, city and suburban
Creative strategy: Promote more than a site, but a brand. Emphasize bargains while maintaining the feminine qualities of the site, as represented by colors, images, font choices, and tonality.
Kick-started with the creation of a new logo, Chicago Shopping was recreated from the website out, featuring messaging that highlighted more than price, but pushed personalization, brands, and advice to position Chicago Shopping as the shopping authority.
Channels Used: Television, print, online display, email, out-of-home, radio