Shoreline Sightseeing

Challenge: Commemorate the brand’s 75th Anniversary and reassert its leadership in Chicago’s increasingly competitive tourism market.

Approach: Beyond a blow-out anniversary party that literally had Chicagoans dancing on the docks to the tunes of a 1940s-style jazz combo, the anniversary served as the peg for a sustained, season-long media relations campaign.

Outcome: Motion PR secured extensive Chicago-based media coverage in outlets such as The Steve Harvey Show, Chicago Tribune, Chicago magazine as well as international placements in countries like Poland and Brazil. Motion PR also assisted Shoreline in strengthening its relationship and visibility within the City’s tourism initiative — Choose Chicago — growing grassroots loyalty through targeted community outreach, including intramural sports league sponsorships, and dramatically boosting Shoreline’s social media following.