This new 2015 film from Illinois Tourism doesn’t follow the trail taken by most destination brands. Instead of enticing visits to Illinois by focusing the message on where travelers should go, these stories unveil the deeper insight of why they should go. We’ve all heard the Proust line about how the real voyage of discovery consists not in seeing new places but in seeing with new eyes.

By showcasing the emotional relationships, Illinois differentiates itself from regional competitors and becomes the perfect backdrop that reveals a basic human truth. We don’t only travel to see interesting sites. We travel to experience deeper connections with the people in our lives who mean the world to us.: