The Ask
Choose Chicago and the Illinois Office of Tourism, Enjoy Illinois, set out to create a dynamic, unified presence at IPW 2025, the premiere international inbound travel/tourism trade show. With Chicago and the state of Illinois as the host sponsor of the annual show, their objective was to showcase the unique identities of both Chicago and Illinois, while offering a coordinated platform for more than two dozen city and state partner booths. The experience needed to highlight the culture and vibrancy of the locales, while providing ample space for business meetings, networking, and media engagement. They also wanted to make a strong brand impact and statement, beating out other spaces created in previous years by previous host cities.
Solution
FG|PG designed and produced two unique and immersive exhibition environments that captured the spirit of Chicago and the wide variety of offerings that Illinois offers. Spanning two 40×50 booth areas – one for Choose Chicago and one for Enjoy Illinois, the zones also included dozens of 10×10 and 10×20 in-line booths for attractions in support of the overarching city and state clients.
The layouts prioritized a balance of private and public spaces for client meetings and networking with hero moments to showcase visuals and content. Blending iconic design with functionality to maximize both brand storytelling and business outcomes, the experience offered a large-scale footprint with cohesive branding, bold architecture features and a welcoming crowd flow.
Results
The activations successfully showcased the unique assets of the destinations, provided a welcoming environment for meaningful business conversations, and underscored the importance of creating immersive, branded trade show experiences. With a bold design and seamless execution, FG|PG helped Choose Chicago and Enjoy Illinois stand out at the world’s most important travel marketplace.
