Dept. of Tourism: Walworth County receives $24,404 tourism marketing grant


Danielle Johnson, Wisconsin Department of Tourism

608-266-0458; [email protected]

Kathy Seeberg, Walworth County Visitors Bureau

(262) 723-3980; [email protected]

Tourism Secretary to present third year check

ELKHORN, Wis. — The Walworth County Visitors Bureau continues to expand marketing efforts with the help of a $24,404 Joint Effort Marketing (JEM) grant from the Wisconsin Department of Tourism. Presented by Tourism Secretary Stephanie Klett, this Year-3 Destination Marketing grant will continue to implement a marketing strategy based on research uncovered from the Year-1 grant. The marketing strategy centers around the winter promotion project themed Snow Much Fun. Year-2 actual economic impact from January to March was $4.5 million, with Year-3 projecting $2.2 million in traveler spending during that same time.

“Walworth County offers a unique travel experience by blending rural charm and urban sophistication,” said Secretary Klett. “By boosting marketing efforts during a traditionally slower travel time, Walworth County has an opportunity to promote its strengths and attract a new market of travelers. Based on strong research from Year-1 of the grant, this project is poised to see a solid return on investment and increase in visitor spending in the county.”

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.

Municipalities partnering in this project include Burlington, Delavan, East Troy, Elkhorn, Fontana, Lake Geneva, Sharon, Walworth, Whitewater and Williams Bay. The grant will fund a winter campaign, which began January 2 and will run through March. The campaign uses a diverse integrated marketing strategy including print, digital and radio advertisements, trade show presence, social media, public relations, and a winter hotline to share the latest winter information. The campaign includes the following goals: to increase winter tourism, utilize new county logo and tagline, unify the county and work with neighboring counties, and implement a robust, multilayered integrated marketing communications program.

JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The State can fund up to 75 percent of a project’s first year advertising and marketing costs and provides support for second and third year projects, but with decreasing amounts for funding each year until projects become self-sustaining. For information on the JEM Program and application materials, visit

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: