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 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.