State Launches 'Time For Me To Drive' Campaign To Attract Tourism

ILLINOIS — The state launched a new tourism campaign on Wednesday to encourage drivers to explore Illinois' best destinations via car.

The $6 million marketing package is titled "Time for me to drive" after the popular song "Time for Me to Fly" by REO Speedwagon, a band originally from Champaign. The TV commercial and other advertisements will air in seven neighboring states.

Illinois officials cited an increased desire to travel by car as the reason behind the highway-centered tourism push. Favorites such as Shawnee National Forest, Garden of the Gods in Herod and Matthiessen State Park will all make an appearance on billboards and other materials for the campaign.

The Illinois Tourism Office has created over 60 original itineraries to help visitor's plan trips and activities for the outdoor attractions.

"After an incredibly difficult year in which the pandemic kept us all close to home and staying apart, lifesaving vaccines are bringing us back to life and heading toward a summer of fun and venturing out," Gov. J.B. Pritzker said during a news conference.

Tourism was one of the most affected industries during the pandemic, garnering over $75 million in relief funds. With a full reopening of Illinois potentially just under a month away, officials are hoping families will feel safe taking road-trips.

"As some of the first business to be shuttered due to COVID-19, our hospitality industries have been among the hardest hit," said Sen. Sara Feigenholtz, chair of the Senate's Tourism and Hospitality Committee. "This campaign will help breathe new life into these struggling businesses, including neighborhood restaurants and hotels."

Other popular tourist attractions like Lollapalooza and Taste of Chicago will be back this summer, with certain restrictions.

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Friday is the first day of the next-to-last step in the state's reopening plan. The current bridge phase allows for higher capacity limits and events like weddings and concerts open to those who have been fully vaccinated.