NEAR SOUTH SIDE — Choose Chicago announced the launch of a new tourism campaign and website on Thursday that it said was designed to “usher in a new era of Chicago swagger.”

Mayor Brandon Johnson helped kick off the city’s “Never Done, Never Outdone” campaign at Wintrust Arena, 200 E. Cermak, with an assist from Choose Chicago President and CEO Kristen Reynolds and Grammy-winning artist J. Ivy, who narrates a minute-long video featured on the Choose Chicago website.

The site offers a “how-to” guide for those looking to immerse themselves in the city’s culture, giving visitors a year-round range of options and experiences for every budget and group size. They can explore by neighborhood or by ethnic enclave. Historian Sherman “Dilla” Thomas and DJ Duane Powell, whose music blog highlights Chicago’s house music roots , are among those featured on the site.

Visitors can book flights and hotel stays on the site via Expedia. For businesses looking to raise their profile, Choose Chicago offers partnership packages starting at $99 a year.

The campaign will make its debut at international trade travel convention IPW at McCormick Place next week. It will also run in local, regional, national and international markets to target both leisure travelers and event planners, according to Choose Chicago.

“This is a campaign for all of Chicago. It speaks to our history and our adaptability, to our innovative spirit, but it also speaks to the relentless work ethic that we have,” Johnson said. “As we prepare for Father’s Day, I think about my own father’s work ethic and how much the influence it has been to me. It’s the grit of who we are as a city.”

Choose Chicago spent 18 months crafting its campaign, work that included over 300 listening tours, four focus groups and conversations on social media. Staff later shared their findings at multiple brand showcases, said Lisa Nucci, Choose Chicago’s chief marketing officer.

Nucci said the team came away with three key takeaways: that it means something to be a Chicagoan; that the city can divide people, but also unite them, and for many Chicago isn’t just a city, it’s something more personal.

“We wanted to create a brand that Chicagoans can see themselves in and get involved,” Nucci said. “We wanted to focus on the shared values that connect us rather than the issues that don’t. It’s really time for us to tell our story like no one else can. We believe that never done, ever outdone, has the power to deliver on this promise.”