Chicago’s First Lady

The unique relationship between Chicago’s First Lady and the Chicago Architecture Center has made their Architecture Cruise the preeminent tour in Chicago. Yet, with a wide range of competitors offering cheaper but inferior product, the CAFC River Cruise needed to develop a brand identity and marketing plan that would grab the imagination of visitors and locals alike.

We had to find a way to stand out among the competition and using trend data and social media listening we determined the long term sustainable advantages apparent for the attraction. We developed a new brand that defines what they stand for and separated and elevated them from their competition. We also developed a comprehensive media strategy that increased awareness and ticket sales.

Chicago is now home to the #1 Boat Tour in North America, according to USA Today 10Best Readers’ Choice 2021 Awards. The Chicago Architecture Foundation Center River Cruise aboard Chicago’s First Lady was the only Chicago boat tour nominated for the award and officially named the “Best Boat Tour” in North America out of 19 competitors from around the nation.

Attraction attendance improved 29% in 2019 (vs 2018).

Chicago’s First Lady website visits have increased by 15% from 2018 - 2019.

Online ticket sales have improved by 31% from 2018 - 2019.

Paid Facebook/Instagram maintained an impressive 3.46% CTR over the course of 2019.