A new slogan for Navy Pier

A committee overseeing Navy Pier's advertising program today approved a new campaign featuring the slogan "Go a Little Overboard."

The agency is launching the campaign in hopes that it will be able to capitalize on publicity and tourism generated by Chicago's 2016 Olympic bid.

The slogan was developed by Two By Four, an ad agency that has worked with the Chicago White Sox and the Chicago Sun-Times.

During a meeting this morning of the Navy Pier ad-hoc advertising committee,Two By Four president David Stevenson said the campaign is aimed at younger visitors.

"Our primary audience is [children] 12 and under and families," Stevenson said.

Committee members questioned whether they could effectively reach that audience with Navy Pier's comparatively small advertising budget.

Stevenson said the campaign's success would depend on how it's implemented.

Two by Four showed sample ads including billboards, bus-station posters, and TV commercials, all featuring Navy Pier's architecture, entrance sign and logo.

The committee did not decide on a budget for media buys. Those decisions will be made by the Metropolitan Pier and Exposition Authority at its board meeting next Tuesday,  said MPEA spokeswoman Maribel Hopgood.

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