CC#2: Strategic Message
Destination: Chicago Lakefront Trail
INTRODUCTION
The Chicago Lakefront Trail, or the LFT, is a beautiful and scenic 18-mile long path along the coast of Lake Michigan. The trail itself is open for running, walking, bicycling, rollerblading and whatever outdoor activity excites the patron. However, the Chicago Lakefront Trail gives way to smaller paths that lead to more recreational areas, such as playgrounds, sand volleyball courts, baseball diamonds, driving ranges and more.
A campaign for the Chicago Lakefront Trail will promote a healthier population by attracting more young adults to the site.
DIFFERENTIATING ADVANTAGES
The recreational areas such as volleyball courts, playgrounds, baseball diamonds, tennis courts, and soccer fields unite the neighborhoods of South Shore, Hyde Park, Lincoln Park, and Lakeview to the trail. This makes the trail an easily accessible resource for physical activity and community integration.
The 10 restrooms, 12 water fountains, numerous concession stands, and light fixtures on the trail make it safe and user friendly.
The constant view of Chicago attractions such as Lake Michigan, Soldier Field, and The Museum of Science and Industry, gives the patrons a motivating view.
TARGET AUDIENCE
Adult lovers of the outdoors will want to explore the Chicago Lakefront Trail because of its connecting recreational areas and stimulating scenery.
Twenty-somethings and urban adults who enjoy being active will be attracted to the Chicago Lakefront Trail. These people are cooped up inside all day from their hectic careers in the Loop, so they need an outlet for getting back in touch with nature. In order to do so, they love running, walking, biking, and rollerblading. This demographic enjoys partaking in these activities by themselves or with a friend, partner, or furry companion.
Since their urban and upper-middle class day jobs have inconsistent hours, they do not have time to take the CTA to get exercise. These adults will appreciate the Chicago Lakefront Trail for its accessibility from major neighborhoods and additional recreational areas.
STRATEGIC MESSAGE
The Chicago Lakefront Trail is an 18-mile path that any young adult can use in order to get back to nature and live a healthier lifestyle.
COMMUNICATION OBJECTIVES
1. Emphasize the 18 miles of path that the Chicago Lakefront Trail covers.
2. Emphasize the convenience and safety of having restrooms, water fountains, concession stands, and light fixtures all along path.
3. Draw attention to the beautiful Chicago scenery on the trail, such as shimmery blue waters, sculpted skylines and lush greenery.
POSITIONING STATEMENTS
1. Get back to nature.
2. Shake up your routine.
3. Free yourself from your chains.
4. Enjoy Lake Shore Drive without the traffic.
5. Unleash yourself.
6. Explore the unexpected.
7. Escape. Explore. Extraordinary.
8. Explore the extraordinary.
9. Discover your inner athlete.
10. Go wherever the trail takes you.
11. Open air. Open mind.
12. Pure air. Pure mind.
13. Get out and go.
14. Sail to the trail.
15. 18 miles of pure bliss.
16. No delays here.
SUGGESTED POSITIONING STATEMENT: Unleash yourself.
This positioning statement appeals to the target audience: the cooped up, young professional. It shows that the Chicago Lakefront Trail is a place that offers an endless amount of ways to allow themselves to be free from their routine.
HEADLINES:
1. No delays here.
This headline appeals to young professionals who are sick and tired of waiting on and/or riding the CTA as a means of transportation.
2. Go wherever the trail takes you.
This headline highlights the endless amount of places that the 18 miles of path can take the viewer.
3. 18 miles of Chicago’s finest.
This headline highlights the attractions and scenery that can be found on the trail.
MAGAZINE AD:
No delays here.
With the Chicago Lakefront Trail, get moving without public transportation.
With 18 miles of open path, it’s impossible to get backed up here. The chiseled skylines and lush greenery will keep you moving no matter what. Whether you’re heading from Uptown or Downtown, you can explore the extraordinary.
Visit the Chicago Lakefront Trail to get where you want to be.
Chicago Lakefront Trail (Logo)
Unleash Yourself.
FACEBOOK AD:
Get back to nature.
[Graphic: Man and woman walking the trail with hiking gear on with Chicago skyline in the background]
Explore the unexpected with the Chicago Lakefront Trail.
Unleash yourself.
Chicago Lakefront Trail (Logo)
