“It’s a branding opportunity that’s unparalleled.” Patrick G. Ryan, the CEO of the Chicago 2016 Olympic bid committee, holds monster hopes about marketing this big city. Why?

Chicago wants to be the site for the 2016 Games, so it wants to impress the IOC. It’s a huge sales job. And I ask: What’s not to love? Chicago is elegant and gorgeous.

The problem: The Chicago experience for most of these IOC members meant changing planes at O’Hare. What’s worse, they know only outdated stereotypes–of Chicago being this grimy, big industrial city that has gangsters like Al Capone. They have no idea Chicago is on a big lake with beaches.

What benefits accrue to Chicago if it changes its image abroad? The chance to become a truly global city. And with that honor could come $$$ for Chicago’s tourism industry.

In fact, Sydney and Barcelona have experienced annual tourism growth since hosting the Summer Games. “Barcelona was a backwater European city before the 1992 Olympics. Now, it’s one of the hottest cities in the world,” Mr. Ryan explained.

Chicago was once on fire. In 2016, it hopes to be the hottest city in the world.

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Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.

Article Tags: 2016 | Babick | Bid | brand | chicago | marketing | Olympics
Filed under: Branding, Business, Industry News