Case Study: Navy Pier boosts awareness and visitation with Envisionit

Navy Pier boosts visitation 10% with Envisionit

Navy Pier, a historic Chicago lakefront attraction, faced a challenge with declining local and tourist visitation due to outdated public perceptions. Despite significant revitalization, locals still viewed it as a dated tourist trap. The pier enlisted Envisionit to implement a new paid media and strategy initiative to rebuild foundational awareness and drive foot traffic by reconnecting with both audiences.

Envisionit developed the "Made for" creative campaign with targeted messaging to subvert expectations and highlight the pier's diverse experiences. Their solution used audience segmentation, geo-targeting, and a mix of digital and traditional media to deliver personalized messages. The results were significant, including 182 million impressions, a 10% year-over-year visitation increase, 1.8 million conversion actions, and click-through rates 25-50% higher than industry standards.

Navy Pier