State of Illinois

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FHF and the Illinois tourism board utilised the 90th anniversary of Route 66 whilst inspiring travel to Illinois by bringing to life classic Americana in London by creating a 52” Walldog-inspired mural, unveiled at a celebratory event culminating live blues music and authentic Chicago food. Engaging hundreds of consumer and media attendees, cultivating huge social noise, and increasing web traffic by 320% in the ten days following the event, the activity gained 4.1M social and 28.1M earned impressions and the artwork become an Instagram sensation.