Shoreline Sightseeing appoints Pinnacle Advertising as AOR

Pinnacle Advertising has been appointed agency of record for Shoreline Sightseeing following a competitive RFP process led by the Chicago-based tour operator. The remit covers a full overhaul of Shoreline Sightseeing’s website alongside responsibility for all marketing campaigns.

The appointment brings a long-standing Chicago tourism brand under Pinnacle Advertising’s strategic and creative leadership, with a focus on strengthening digital performance and expanding awareness beyond Shoreline Sightseeing’s established architecture cruises.

Agency remit spans brand and performance

As agency of record, Pinnacle Advertising will lead brand research, positioning and integrated marketing strategy, alongside creative development, out-of-home and digital campaigns. A central priority is the modernisation of Shoreline Sightseeing’s digital ecosystem to support direct sales and simplify the customer journey.

This includes the development of a redesigned website intended to showcase the breadth of Shoreline Sightseeing’s experiences, accommodate seasonal offerings and create a streamlined booking flow. The objective is to make it easier for customers to add tours, upgrades and water taxi passes while reducing reliance on online travel agencies.

Client confidence following RFP process

Chip Collopy, co-owner of Shoreline Sightseeing: "Pinnacle came to us, asking to be a part of the RFP process. From that moment, we’ve been impressed with their team’s initiative, drive, and capabilities. We are highly confident this partnership will achieve unprecedented sales growth and brand awareness for our business."

Shoreline Sightseeing operates Chicago’s largest fleet of tour vessels and water taxis, with 18 boats offering architecture cruises, skyline and fireworks tours, and transport services on the river and lake. While architecture tours currently generate most of the company’s revenue, the business is focused on growing demand for other experiences and introducing bundled products.

Repositioning a Chicago tourism brand

Michael Magnusson, chief executive officer at Pinnacle Advertising: "Shoreline Sightseeing is a dream client for us. Its tours and water transportation are iconic within Chicago. Our work will help elevate Shoreline from being known primarily for architecture cruises to being recognised as the essential, must-do Chicago experience: fun, welcoming, and unforgettable. We are honoured to lead the brand forward with a fresh marketing approach centered on our expertise across strategy, creative, media, and analytics."

Pinnacle Advertising’s strategy aims to reinforce Shoreline Sightseeing’s people-first positioning, highlighting the role of knowledgeable docents, modern vessels and a service-led culture. Campaigns will focus on accessibility and family appeal, broadening consumer perception of the brand as a portfolio of experiences rather than a single tour type.

Rollout timeline and next steps

The partnership is already in progress, with search engine optimisation activity beginning in December and paid media launching in January. The redesigned website is scheduled to go live in spring 2026, marking a key milestone in the agency’s remit to support long-term growth through integrated marketing and digital transformation.

www.shorelinesightseeing.com

www.pinnacleadvertising.com

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