MEDIA CONTACT:
Danielle Johnson, Wisconsin Department of Tourism
608-266-0458; djohnson@travelwisconsin.com
Jon Hamilton, President, Wisconsin Winery Association
715-372-5656, jon@whitewinter.com
IRON RIVER, Wis. (Aug 27, 2011) – The Wisconsin Winery Tour received a $12,865 Joint Effort Marketing (JEM) grant today, presented by Wisconsin Department of Tourism Secretary Stephanie Klett. This Year-Three Destination Marketing grant provides funds to continue marketing Wisconsin winery tours. The organization estimates the campaign will have over $300,000 in economic impact.
“Wisconsin is home to truly fantastic wines and vineyards,” said Klett. “Many of Wisconsin’s wineries and vineyards are family owned and locally operated, creating a significant and direct economic impact on local communities. Winery tours are a great way to experience a wide variety of wine, as well as beautiful Wisconsin scenery and excellent products.”
The Wisconsin Winery Tour offers travelers a variety of resources to tour Wisconsin’s wineries and vineyards, including wine events, suggested tour itineraries, and a tour guide booklet. The organization is comprised of 45 wineries from all around the state, split into five regions. The tours serve dual purposes: to encourage travelers to taste delicious varieties of wine all over the state and to connect travelers with the beautiful Wisconsin landscape via the wineries and vineyards.
The marketing strategy for this campaign includes three elements: awareness of the quality and diversity of Wisconsin wines, understanding Wisconsin’s wine regions, and encouraging travelers to tour numerous wineries. The campaign will focus on in-state travelers. Grant funds will focus on online marketing efforts, such as Facebook, and traditional media, such as TV advertising. Funds will also assist with reprinting The Wisconsin Winery Tour Guide and incorporating video to the website.
Additionally, Year-Two evaluations reported successful grant efforts, revealing that 20 of 24 wineries reported an increase in visitors and sales during the campaign period. The goal of marketing efforts this year is to increase website traffic, number of visitors and sales of participating wineries, and social media attention.
In fiscal 2011, the Department funded 53 Joint Effort Marketing projects, awarding a total of nearly $1.2 million dollars. Visitor expenditures driven by the marketing from these projects will exceed $20 million.
Destination Marketing funds are available to non-profit organizations for the promotion of at least three municipalities or communities. Two options are available for Destination Marketing grants. A development option allows the applicant to use a vendor of their choice to provide project deliverables. A second option allows an organization to use their own strategic planning research to conduct marketing campaigns. For information on all of the Department of Tourism grant programs, visit http://industry.travelwisconsin.com.
The mission of the Wisconsin Department of Tourism is to market the State as the Midwest’s premier travel destination by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: http://www.travelwisconsin.com.
