Danielle Johnson, Wisconsin Department of Tourism
608-266-0458; [email protected]
Craig Molitor, Fond du Lac Area Convention and Visitors Bureau
920-923-3010, [email protected]
FOR IMMEDIATE RELEASE
Tourism Secretary presents marketing grant to local tourism officials
FOND DU LAC, Wis. (Dec. 5, 2012) – Fond du Lac is expanding marketing efforts with the help of a $39,500 Joint Effort Marketing (JEM) grant, presented by Wisconsin Department of Tourism Secretary Stephanie Klett. This Year-2 Destination Marketing grant provides funds to implement a comprehensive marketing strategy based on research and the authentic brand uncovered from the first year of the grant.
“With 99 miles of shoreline, fantastic dining and a wide variety of activities available, the Fond du Lac and Lake Winnebago area has so much to offer travelers,” said Secretary Klett. “Our research showed Fond du Lac County received the highest percentage of economic growth of any county in Wisconsin in 2011 and this brand initiative puts the Fond du Lac area in a position to continue that growth and create positive economic impact for the whole Lake Winnebago area.”
In fiscal 2012, the Department funded 50 Joint Effort Marketing projects, awarding a total of over $1.1 million dollars. Visitor expenditures driven by the marketing from these projects will exceed $29 million. Traveler spending in Fond du Lac County topped $103 million in 2011, up over 22 percent from 2012 and supporting over 2,300 jobs and $14 million in state and local taxes.
The second year of the project implements a marketing strategy developed from information uncovered from the first year of the grant, including a brand, brand story and target audience. The Fond du Lac brand, “C’mon in,” is based on four pillars that help uniquely define the area, location, value, activities/attractions, and Lake Winnebago. The marketing strategy includes traditional advertising in print and radio, online advertising and social media influence.
“The community of Fond du Lac is delighted with the partnership between the Fond du Lac Visitors Bureau and the Wisconsin Department of Tourism because the JEM grant made the destination’s branding initiative possible,” said Craig Molitor the President of the Fond du Lac Visitors Bureau. “Tourism is economic development, and as such, anything we can do to increase visitor traffic to the Fond du Lac region is a real positive gesture.”
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 for fun. By executing industry-leading marketing programs, providing reliable travel information and establishing strategic partnerships, we will play a significant role in delivering exceptional customer service and generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: www.travelwisconsin.com.
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