Intersect Illinois is building bridges to reach Canadian companies.
The state’s public-private business attraction organization is expanding its “Be in Illinois” campaign to include Canadian markets and key decision-makers including C-level, VPs and directors. Canada is the first international region to be targeted with the digitally-led campaign. Intersect Illinois is keying in on provinces like Ontario, Quebec, British Columbia, Alberta and Manitoba, with a blend of advertising and seasonal pushes.
Karley Sweet, Intersect Illinois’ senior director of marketing communications tells strategy that Illinois and Canada share tremendous ties and a history of partnership. She adds that more than 500 Canadian-owned businesses have a home in Illinois. Lion Electric, Merkur, BMO Financial and McCain Foods are among the high-profile Canadian-owned businesses that are also located in the state.
Intersect Illinois, Sweet notes, believes there are many more corporations looking to enter the U.S. market, and it wants to ensure that its state is on their list of locations to consider.
“The campaign will capitalize on momentum we’ve seen in shared key industries such as finance, food and beverage, EVs and professional services,” Sweet says. “It also draws on key assets that Canadian companies look for in making location decisions, which are prevalent in Illinois, such as talent, innovation and a robust supply chain.”
The assets that could make Illinois more appealing, Sweet says, include that it’s the only state where all Class I freight railroads meet, and it is home to both of Canada’s transcontinental railroads, CN and CPKC, providing Canadian manufacturing companies opportunities to reach new customers. Also, sister cities Toronto and Chicago are trade and entrepreneur hubs with comparable populations and have raised similar amounts in venture capital funding throughout the last few years.
“We’re being very intentional with our target audience, prioritizing businesses in Canadian sectors where Illinois can provide the most value through expansion, and utilizing display and LinkedIn ads to reach them,” Sweet says.
Edelman’s Toronto and Chicago offices are supporting the campaign.
The audience Intersect Illinois is focusing on includes key industries, beginning with manufacturing, IT and professional services, transportation, distribution and logistics.
