The Eiffel Tower stood as an engineering marvel at the 1889 World’s Fair in Paris. Colored text in this 2005 photo markets "Paris 2012" … from before the International Olympic Committee awarded the summer games to London instead.
Similarly, the first Ferris Wheel stood as an engineering marvel at the 1893 World’s Fair in Chicago. And, similarly, now Chicago needs international Olympic marketing -- having been selected over the weekend as the U.S.'s applicant city to host the 2016 Summer Games!
Following Paris’s precedent (though hopefully not its outcome), how about erecting signage on Navy Pier’s Ferris Wheel?