What do you think of Chicago’s new tourism slogan and marketing campaign?

The slogan, ‘Chicago: Second to none,’ is meant to express confidence and not braggadocio, according to reports.

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The slogan is “Chicago: Second to None,” which the Chicago Convention & Tourism Bureau planned to unveil on Tuesday.

The Chicago Tribune reports:

“The new theme, playing off the ‘Second City’ image, is expected to be introduced … with plans to crank up [the Tourism Bureau’s] push for drive-in visitors; create a sports commission that will pursue winter events, such ESPN’s Winter X Games; reopen sales offices in Great Britain, Germany, Canada, Mexico, and France in the wake of international visitor declines; and refresh the website.”

The Convention Bureau, a nonprofit that relies mostly on tax dollars, plans to double its destination marketing spending to $6 million by July 1, according to the Tribune.

Ads touting the city will include messages such as:

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