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LaSalle County tourism panel approves $90,000 countywide ad campaign and multiple sports/media buys
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Summary
The LaSalle County Tourism Committee on Feb. 20 approved a package of advertising buys — including a $90,000 county campaign and season ads tied to the Chicago Cubs and White Sox — and approved a March Madness Comcast package. Votes were by voice; specific roll-call tallies were not recorded except when noted.
The LaSalle County Tourism Committee approved several advertising purchases during its Feb. 20 meeting, selecting a $90,000 countywide digital and broadcast campaign and authorizing targeted sports and March Madness ad buys.
Kate, representing the Heritage Quarter bureau, explained the options and their expected reach, saying the committee had three countywide choices priced at approximately $75,000, $77,000 and $90,000 with correspondingly different impression counts. "Bob suggested the 90, then 75, then 77," Kate said, and the committee voted to try the $90,000 option to pilot new zones. The motion carried by voice vote.
The committee also approved a Comcast March Madness package Kate described as totaling $16,450 and said the buy would appear across TV, streaming and mobile platforms. "This is gonna show up… even if you're watching it on your iPhone," she said while explaining platform reach. A voice vote approved that purchase.
On sports advertising, the committee approved a half-season Chicago Cubs package (half-season price cited as $25,842) and a full-season Chicago White Sox package (full-season price cited as $16,141). Chair discussion summarized the combined cost for the discussed sports buys as roughly $58,433. Both motions carried by voice vote; individual member roll-call votes were not recorded in the transcript for these items.
Committee members discussed targeting strategy and data sources used to define audience segments. Kate said the bureau uses a vendor called Zardico that derives audience segments from cellphone location and credit-card activity to identify a "flourishing families" demographic (household income roughly $125,000–$150,000, children ages ~13–18). Kate described that targeting as a way to reach likely overnight visitors who would pay hotel/motel tax.
The committee did not identify individual vote tallies for the ad purchases beyond voice approvals. Several members emphasized tracking results and evaluating the $90,000 trial to decide whether to continue the new zone approach.
The committee’s advertising approvals will be handled through staff contracts and standard vendor arrangements; no separate full-board approval was indicated for these specific buys in the transcript.
