As Illinois’ second-most populous county, DuPage too often found itself playing second fiddle to The Second City, particularly when it came to attracting lucrative convention and tourism business. The DuPage CVB approached Point B about creating a new brand campaign that would help show prospective travelers how much more DuPage County had to offer.

DuPage offers visitors the same great hotels, shopping, and dining options they would find in downtown Chicago, while also providing an array of its hidden gems – small town shops, restaurants and attractions with their own unique appeal. Our new campaign highlighted all the wonderful things DuPage has to offer – from fabulous greenspace to unique adventures just waiting to be discovered. They invited prospective visitors, whether traveling for business or pleasure, to Du More In DuPage.

In 2016, the first year of the campaign tourism revenues rose 4.6% to $2.513 billion from 2015. Meetings and convention revenue grew by 7%.

In 2018, the campaign helped generate $2.72 billion (up 4.6%) in tourism revenue, including $48 million (up 3.1%) benefiting local municipalities.

In 2018, DuPage’s tourism industry continued to grow, employing some 23,500 workers (up 9%) with a total payroll of $746 million (up 3.7%).

Due to the increasing popularity of DuPage, it has been invited to bid on larger more lucrative meetings and conventions while hotel occupancy and revenue continues to grow.

Davey Award winner for Brand Strategy.