Move to Wisconsin, Millennials! (Just Don't Forget Your Car.)

As the state spends millions to lure under-40 workers from across the Midwest, local transit riders are stuck in place.

MILWAUKEE, WI—In January, the Wisconsin Economic Development Commission launched a $1 million campaign asking Chicago’s Millennial transit commuters to consider a move to the Dairy State.

“Catch the train or catch some air?” reads one advertisement plastered inside Chicago Transit Authority trains. A haggard young straphanger, sweating under his collar, was shown side-by-side with a grinning snowboarder taking a jump. “Rush hour or happy hour?” reads another ad featuring an assembly of rooftop drinkers, mid-chuckle. “Bump elbows or bump on the court?” asks another centered on a lakeside volleyball match. The tagline: “Wisconsin: It's more you.”

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