Shoreline Sightseeing

Steering a local mainstay to a new focus

Less boats, more folks.

Shoreline Sightseeing’s red, white and blue tour and taxi boats are a fixture of Chicago summers. In the years since we’ve worked together, Shoreline has become not only Chicago’s largest waterfront fleet, but the #1 most-booked tour in the country on Tripadvisor (and #2 in the world!). 

How did we help Shoreline reach the top? With compelling outdoor ads, a new mobile-friendly website, SEO optimization, and a radical idea: No pictures of boats. We put people front and center on their website and outdoor advertising because, according to Yelp reviews and customer feedback, that’s really what sets Shoreline apart.

Shoreline Sightseeing boat
Shoreline Sightseeing guides
Shoreline Sightseeing happy customers

UX design and web development

Shoreline wanted to reach customers where they’re at: increasingly, on their phones. In addition to optimizing their website for mobile users, our work with SEO has helped not only put them at the forefront of their competitors in the Chicago tourism market, but in the world.

Shoreline Sightseeing website


increase in online ticket sales with launch of new website


of site traffic on mobile after optimization, vs. 20% before


Most Popular Tour in America on Tripadvisor


Most Popular Tour in the World on Tripadvisor

Marketing strategy and outdoor campaign

Since Shoreline began giving tours of Lake Michigan and the Chicago River in 1939, its boats were the centerpiece of any marketing efforts. We shifted the focus to their tour guides, who entertain and inform on every trip, and the happy customers who enthusiastically recommend the experience to others.

Where we have made the biggest splash is in bridging their online presence with an outdoor campaign that has grown exponentially summer after summer. It’s hard for Chicago visitors to miss one of their digital billboards or double-decker bus wraps.

Shoreline Sightseeing guide
Shoreline Sightseeing outdoor sign
Shoreline Sightseeing billboard
Shoreline Sightseeing bus signage

c|change has been a part of our team for over 10 years. Several website iterations and hundreds of outdoor ads later, they continue to bring fresh ideas that help keep us one of the world’s top-rated tourist attractions.

– Amy Hartnett, Director of Sales and Marketing