Final Chapter of Popular Hideaway in Rockford Video Trilogy Released on YouTube

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Cheeky Tourism Promotion Finds Broad National Notoriety

The hideaway campaign has greatly enhanced Rockford’s visibility, but more importantly is has reminded all of us that even in life’s most challenging moments there is value in slowing down and getting away from it all.

The final chapter of the cheeky Hideaway in Rockford campaign video trilogy, launched shortly after 14 Wisconsin state senators took refuge in Rockford, IL, was released today. The Rockford Area Convention & Visitors Bureau (RACVB) third episode of the popular video-based campaign depicts two Wisconsin state troopers – still hiding out in the city – being encouraged to “arrest somebody.”

In the final chapter, Rockford’s Mayor Larry Morrissey, is shown talking on the phone and telling the caller of the many reasons to hideaway in Rockford. Creative and surprising twists reveal it’s not only senators and troopers that hideaway in Rockford, and that even senators can be the victim of mistaken identity. Find out who is actually arrested in the finale of the video trilogy at

To date, the campaign and videos have gained widespread media attention; the videos have been viewed on YouTube more than 100,000 times. Media commentary and comments posted on social media sites include “Makes me want to visit Rockford”, “This makes me want to move back to Rockford.”, and “This video is my new favorite thing about Rockford.” Blogger and syndicated columnist Michelle Malkin called it, “the best tourism video ever.” The campaign has also received major national and regional media coverage from Reuters, Yahoo! News, FOX News, WGN 9 Chicago, the Milwaukee Journal Sentinel, The Daily Caller, RedState and many more.

“It’s true; folks have been hiding out in Rockford for years. Some people stay for a day or two and some stay for a lifetime. We want folks of all political stripes to know that Rockford’s doors are open and that our community is the perfect place to hideaway from whatever folks need to get away from,” said John Groh, president/CEO of the RACVB. “The hideaway campaign has greatly enhanced Rockford’s visibility, but more importantly is has reminded all of us that even in life’s most challenging moments there is value in slowing down, hitting the pause button and getting away from it all. Hopefully, next time someone who has viewed one of the videos needs to get away, they’ll run to Rockford.”

Along with the videos, the campaign highlights the Rockford region’s “hideaway hotspots” and special “runaway rates” and deals at local hotels, attractions and restaurants. Deals are announced and posted at

In addition to creating a significant amount of buzz in the media, and views on YouTube, the campaign also resulted in:

  • A 26 percent increase in web traffic to over same period in 2010
  • More than 100 percent increase of the number of fans on RACVB’s Facebook page
  • Nearly 100 percent increase in the number of opt-in for RACVB’s text message program
  • More than 100,000 people were reached with Rockford-centric messages on Twitter in the first three days of the campaign
  • More than 100,000 Facebook fans and non-fans have viewed news feed info from gorockford
  • More than 7,000 people posted on their Facebook pages about the first YouTube video

So what’s next?
“Now that the word is out that Rockford is a great place to hide away, I’m sure we’ll be welcoming other runaways,” said Groh. “Some have speculated that Jimmy Hoffa has been here for years, while still some are hoping to see a celebrity-in-hiding sighting. Or, perhaps senators from other states will stop by showing off the latest and most popular parliamentarian move, now known as the ‘Rockford Quorum Call’.” Regardless, of who decides to hide away in Rockford, there will continue to be updated “runaway rates” at Rockford’s top “hideout hotspots” on

Folks have been hiding away in Rockford, Illinois’ third largest city, for decades. Located about 15 minutes south of the Wisconsin border and 60 minutes west of Chicago’s O’Hare Airport, Rockford is an easy place to getaway to.

The Rockford Area Convention & Visitors Bureau is a private, non-profit champion that seeks to grow the economy by encouraging folks to spend their money in the Rockford region and leave with great memories.

FOR MORE INFORMATION: Rebecca Kopf, PR Etc., Inc.: 815.489.3957, rkopf(at)pretc(dot)net


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Rebecca Kopf
PR Etc., Inc.
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