Choose Chicago, the city’s tourism bureau, has launched a new web series called “The 77: A City of Neighborhoods” to showcase the historic and culture-packed neighborhoods of Chicago. The video campaign, funded by an American Rescue Plan grant, highlights five sets of neighborhoods across the city’s 77 community areas. Mark Skala, the creative director and founder of Skalawag Productions, which produced the campaign, explained that most episodes follow a similar trajectory that begins with a food establishment, transitions to the neighborhood’s history and culture, and ends with a small business “pioneer.”
Cinematic shots of food and cocktails greet viewers in each episode of the web series, drawing attention to Chicago’s diverse culinary scene. The campaign’s creators believe that food is an effective way to engage audiences and showcase the culture and history of the city’s neighborhoods. Rob Fojtik, Choose Chicago’s neighborhood strategy vice president and the show’s host and executive producer, emphasized that food serves as the hook to capture people’s interest and make their trip to Chicago more enjoyable.
Choose Chicago selected a handful of neighborhoods to feature in the series launch based on partnerships with chambers of commerce and community development corporations. These neighborhoods differ in cultural character and history, contributing to the larger Chicago story. Fojtik explained that each of the chosen communities plays a significant role in Chicago’s growth and challenges the narrative of segregation in the city, which has led to inequality, socioeconomic diversity, and isolation of certain communities.
In addition to posting episodes online, Choose Chicago is hosting community screenings and starting a paid ad campaign to reach a broader audience. The group aims to target Chicago residents as well as regional and national audiences, particularly cultural explorers interested in exploring all aspects of a city. By promoting the series through various channels, Choose Chicago hopes to raise awareness about the city’s diverse neighborhoods and attract more visitors to experience the unique offerings of each community.
The neighborhood campaigns featured in the series have the potential to empower communities themselves. Mike Moreno, the owner of Osito’s Tap, a Little Village bar, highlighted the positive impact of the series on his business, leading to an increase in customers and the need to hire more staff. Fojtik expressed his belief that the series provides an opportunity for communities to share their voices and perspectives, amplifying their presence and showcasing their unique contributions to Chicago’s cultural landscape.
Overall, “The 77: A City of Neighborhoods” web series serves as a platform to celebrate Chicago’s diverse neighborhoods, highlight their rich history and culture, and empower communities to share their stories. By showcasing local eateries, landmarks, and small businesses, the campaign aims to engage audiences, challenge existing narratives, and promote inclusive community tourism. Through collaborative efforts with local partners and a targeted promotional strategy, Choose Chicago is working to elevate the voices of Chicago’s neighborhoods and attract visitors who are interested in exploring the city beyond its tourist attractions.
