Marketing Campaign Attracts New Residents from Neighboring Cities

An integrated marketing campaign in Berwyn, IL, is attracting new residents and businesses, and changing public perceptions of what a small suburb close to one of the country’s largest cities can provide in terms of amenities and lifestyle opportunities.

Berwyn’s success comes in part from promoting its inclusiveness.

The city sets itself apart “because we truly are a unique place with lots of character and are home to hardworking and creative people,” says Mayor Robert Lovero. “We don’t just accept diversity but actively welcome it. This assertive approach has contributed tremendously to the vitality we have in Berwyn today.”

Berwyn has had particular success with attracting the LGBTQ population, and now ranks third for total number of same-sex couples in Cook County outside of Chicago.

The city advertises in nearby LGBTQ-friendly neighborhoods, and has a presence at local pride parades and festivals, as well as including “sexual orientation” in its human rights ordinance.

The full article appeared in our print edition. To always get the full story, read Downtown Idea Exchange.

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