Navy Pier Centennial

Client

Navy Pier

Activation

Consumer Marketing
Media Relations
Events & Experiential

Sector

Travel & Tourism
Entertainment

Reinventing the wheel

Navy Pier might be a Chicago icon, but when the landmark finally turned 100 years old in 2016, it was time for a fresh look. To celebrate the momentous anniversary, Navy Pier planned to unveil a new Ferris wheel — appropriately dubbed the Centennial Wheel — and they turned to H5 to spread the word.

From the first announcement in June 2015 to the wheel’s completion in May 2016, H5 took every milestone as an opportunity to invite local and regional media and influencers to witness the progress. For the unveiling, we tapped the city’s biggest personalities — from Mayor Rahm Emanuel to media personalities like Richard Roeper of the Chicago Sun-Times, Steve Johnson of the Chicago Tribune and representatives from 40 other outlets — to experience the Centennial Wheel firsthand.

Our efforts paid off in a big way: Attendance to Navy Pier increased by 500,000 guests between Memorial Day and Labor Day compared against the previous year. Within its first year, the Centennial Wheel welcomed 1 million riders. The entire H5 campaign garnered over 1 billion impressions. And that’s a milestone worth celebrating.