Tourism committee approves proposed $150,000 2026 marketing plan, green-lights new video work

The Tourism Committee on July 18 approved a proposed marketing plan for 2026 that sets a $150,000 baseline for paid advertising and continues investment in video creative, print and show sponsorships. Amanda, a committee staff member presenting the plan, said, “So we did a $150,000 marketing plan for next year.”

The vote followed a staff presentation describing the core elements of the proposed plan: expanded video production with Real Creative (noted by staff as work led by Matthew Klein), cinema and theater advertising, targeted travel-guide placements, retention of the playbill and train magazine placements, and trade-show sponsorships and booths to promote LaSalle County. Amanda said the plan is a baseline and that staff budgeted additional marketing funds in the overall budget to cover opportunistic buys (for example, a sponsorship tied to a Chicago Cubs game this year).

Committee members asked procedural questions about how late or last-minute ads will be reviewed. Amanda said committee members will see ads before publication and that staff will email materials when timing is tight. Committee member Stockley asked about the relationship between the $150,000 plan and the larger budget; Amanda replied that the $150,000 is a set plan for contracts while the budget includes additional marketing contingency funds.

During discussion Amanda and other staff emphasized that the proposed plan is not an exhaustive or fixed commitment. “So this isn’t like the end all be all,” Amanda said, adding that staff would present creative and ad copy to the committee as those items are produced.

A motion to approve the proposed marketing plan was made by Kathy and seconded by Mr. Stockley; the committee approved the motion by voice vote with all present voting aye.

The plan references several partners and channels mentioned in the presentation, including Real Creative and the Paramount creative work focused on specific towns, and includes funding for participation in the Looking for Lincoln guide and other travel guides. Staff said additional advertising opportunities that appear during the year would be evaluated against the budget contingency and brought to the committee for approval.