Pinnacle Advertising Wins Shoreline Sightseeing

A Chicago tourism staple since 1939, Shoreline Sightseeing has selected Pinnacle Advertising as its agency of record to overhaul its website and lead all marketing campaigns. The assignment is the result of a competitive client-led RFP process, with Pinnacle chosen for its strategic clarity, creative vision, and deep capability across digital performance.

“Pinnacle came to us, asking to be a part of the RFP process,” said Chip Collopy, co-owner of Shoreline Sightseeing. “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 currently operates Chicago's largest and most diverse fleet of tour vessels and water taxis, 18 in total, offering unmatched frequency, flexibility, and convenience for the millions of locals and tourists who explore the city by water each year. While best known for its architecture cruises, which currently drive the majority of revenue, the company is focused on expanding awareness and demand for its skyline/fireworks tours and water taxi services, as well as introducing new products and bundled offerings in the coming years.

As Shoreline’s new agency of record, Pinnacle will lead brand research, positioning, and integrated marketing strategy, as well as creative, OOH, and digital campaigns. A major priority includes modernising the brand’s digital ecosystem to strengthen direct sales, reduce reliance on Online Travel Agencies (OTAs), and streamline the entire path to purchase. This includes a new website designed to highlight the full breadth of Shoreline’s experiences, support dynamic seasonal offerings, and deliver a frictionless booking flow that makes it easier for guests to add tours, upgrades, and water taxi passes.

“Shoreline Sightseeing is a dream client for us,” said Michael Magnusson, CEO of Pinnacle Advertising. “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’s strategy and creative approach will reinforce Shoreline’s unique position in the market: a people-first, accessible, and highly memorable experience powered by charismatic docents, state-of-the-art vessels, and a staff known for their warm, welcoming service. Campaigns will emphasise the approachable, family-friendly nature of the tours, helping shift consumer perception from “just architecture tours” to a full portfolio of adventures on the river and lake.

The partnership is already underway, with SEO starting in December, Paid Media kicking off in January, and the new website launching in Spring 2026.