To bring more tourists to Chicago, the city embarked on an ambitious plan to increase domestic tourism by 20% - to 50 million visitors a year - by 2020. To meet their goals, the city’s tourism organization, Choose Chicago, joined forces with MBuy and Downtown Partners to deliver a behaviorally and geographically targeted advertising campaign across broadcast and digital channels. The campaign ran for eight weeks between January-March of 2013, kicking off right after the holidays. MBuy maintained existing media strategies from the previous year by leveraging the learnings and tailoring the target demographic and markets. The media buy exceeded all national benchmarks by increasing incremental visits by 174% and hotel rooms booked by 217% from the previous year. Revenue generated by leisure tourism hit an all-time high for the period.