Light pollution—the brightening of the night sky caused by artificial light—has increased by about 10% annually over the past three decades. As a result, more than 80% of Americans can’t see the Milky Way from their home cities.
Meanwhile, dark sky tourism has surged, driven by stunning astrophotography on social media, high-profile celestial events like solar eclipses, and a wellness trend linking dark skies to mental and physical well-being.
One U.S. state, Nevada, offers some of the darkest skies in the country, thanks to vast rural areas with minimal light pollution. However, it’s also home to the world’s brightest city, often overshadowing its rural dark sky destinations in travelers’ minds.
To support statewide tourism—particularly in rural areas—the State’s Division of Tourism, Travel Nevada, conducted a 2022 market analysis that identified Chicago as a key target market, leading to integrated media investments there.
Chicago’s skies have brightened in recent years, with media reports warning that “stargazing is in danger.” In 2024, interest in the night sky peaked as Chicagoans experienced both the total solar eclipse and an unexpected northern lights display. These celestial moments created a unique opportunity for Travel Nevada to position itself as the solution to Chicago’s light pollution problem.
The campaign aimed to shift perceptions of Nevada, driving more Chicagoans to visit, stay longer, and increase spending—outperforming previous years, as measured by Travel Nevada’s traveler data and integrated marketing effectiveness (IME) study.
Travel Nevada built a Chicago-specific campaign around a compelling key message: In Chicago, you can only see 35 stars, but in Nevada, you can see 4,500.
Executed under Travel Nevada’s new “Get A Little Out There” brand line, the campaign aimed to spark imagination in Chicagoans by contrasting their bright, light-polluted skyline with some of the darkest skies on Earth. It invited them to escape the city and experience Nevada’s vast open spaces, breathtaking night skies, and immersive natural beauty.
The campaign followed an integrated, three-pronged strategy:
These prongs worked together to create multiple touchpoints, nurturing consumers toward conversion. Every element drove traffic to a dedicated Chicago landing page, where travelers could continue their trip planning and sign up for brand communications.
The Three Prongs in Action
Adler Planetarium Partnership
Partnering with Adler Planetarium helped Travel Nevada establish credibility in both Chicago and the dark sky community while providing Adler visitors with a destination to apply what they learned. Partnership elements included:
360° Immersive Stargazing Pop-up
To provide Chicagoans with a firsthand taste of Nevada’s dark skies, Travel Nevada created “Space Out in Nevada: A 360-Degree Immersive VR Experience.” For one weekend, a pop-up activation in Pioneer Court on the Magnificent Mile invited passersby to virtually explore Nevada’s star-filled skies and enter to win a trip.
The experience took place inside a custom-built glamping-style yurt surrounded by pine trees, camping gear, and outdoor games, creating a transportive atmosphere. At its heart was a VR experience showcasing stunning 360-degree footage of Nevada’s night skies and landscapes. Visitors engaged with the brand while Travel Nevada collected email addresses via QR code registrations for future marketing efforts.
PR and Paid Media Efforts
To maximize visibility and engagement, the campaign executed a robust mix of media tactics, including:
The campaign’s ad copy played on the contrast between Chicago’s limited night sky and Nevada’s celestial wonders with clever headlines such as:
Through this multifaceted approach, Travel Nevada successfully engaged Chicagoans, inspiring them to visit Nevada, explore its dark skies, and extend their stays.
While we’re still compiling IME data specific to the activation, overall IME data from the year indicates the campaign had a measurable impact. Chicago saw a 5% increase in travel interest from FY23 to FY24, surpassing other new markets by 6%+. Additionally, Chicago had the highest awareness of Nevada's earned media (21% vs. 19% market average) and owned media (31% vs. 22% market average).
Responses from the activation and social media reflected a shift in perception and travel intent:
Key tactical results included:
These results underscore the campaign’s success in positioning Nevada as a premier dark sky destination for Chicago travelers.
