CHICAGO (July 27, 2005) — The Illinois Bureau of Tourism (IBOT), together with its general market agency of record, J. Walter Thompson Chicago (JWT), has selected The San Jose Group (SJG) as its Hispanic advertising, marketing and public relations agency of record. This assignment marks SJG’s incumbent appointment to the IBOT account, having served as its Hispanic agency for the last 4 years.
The San Jose Group will help IBOT and JWT develop a fully integrated marketing campaign, which will serve to expand upon the Agency’s most recent efforts for the State. The primary objective will be to continue stimulating increased travel and overnight stays within Illinois among Hispanics living in Chicago and throughout the Midwest.
“We are excited to continue our integrated campaign for the Illinois Bureau of Tourism and help make Illinois the premier getaway destination for Hispanics throughout the Midwest,” said George L. San Jose, president and COO of The San Jose Group.
The campaign will include such components as outdoor, radio and print advertising; grass roots community events; public relations and web site marketing. SJG will also help ensure that IBOT’s in-bound call centers and booking agents are aligned with the proper resources in order to effectively serve prospective Spanish-speaking travelers.
The campaign’s creative theme will be designed to extend the reach of JWT’s successful “Illinois. Mile After Magnificent Mile” campaign in a manner that resonates with the Hispanic target market’s culture and travel behaviors. SJG will also help IBOT and JWT to formulate culturally purposed bookable and non-bookable travel packages to replicate the success of IBOT’s “Magnificent Three-Day Getaway” program.
About The San Jose Group
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit www.thesanjosegroup.com.