Travel Wisconsin: Unveils new marketing campaign

Kristina LeVan, Wisconsin Department of Tourism
[email protected]; Work Cell: 608-332-4551

Lisa Marshall, Wisconsin Department of Tourism
[email protected]; Work Cell: 608-445-0267

Travel Wisconsin is taking its brand of “real fun” to the next level in a new marketing campaign unveiled today by the Wisconsin Department of Tourism. Two new summer commercials put a spotlight on playful traditions and Wisconsin fun with a family that has been vacationing in the state for decades. New for fall, drone footage captures autumn activities and spectacular fall foliage in destinations across Wisconsin. The three ads debuted to approximately 900 people from the state’s tourism industry at the Wisconsin Governor’s Conference on Tourism at Potawatomi Hotel & Casino in Milwaukee.

The new commercials are available to download in high resolution and can also be found on the Travel Wisconsin YouTube page at TraditionsCell Phones and at Fall Colors.

“Travel Wisconsin’s brand is all about “Fun.” Last year we put an authentic spin on our brand by showcasing real Wisconsin experiences travelers can enjoy when visiting the state,” said Tourism Secretary Stephanie Klett. “We’re thrilled to take that idea one step further by telling the story of a real family who has been visiting the state for almost 60 years, and highlighting just a few of our colorful fall destinations.”

The two summer TV spots feature The Thompson family, who has been visiting Black’s Cliff Resort in Hazelhurst for nearly six decades. Each year, four generations of Thompsons travel from Colorado, Illinois and Wisconsin to spend two weeks together, relaxing on the lake and passing down annual traditions to the next generation. One of those traditions – trying to sink a raft on Lower Kaubashine Lake – is highlighted in the first spot. The second TV commercial encourages people to put down their phones and tablets to enjoy special moments with their families, with a fun twist at the end.

The summer campaign includes radio spots, out-of-home, print ads, digital and social media, and public relations. New this year, the campaign will run in the St. Louis market. The market was selected based on new digital data that showed high interest in Wisconsin from visitors in the St. Louis area. Stats showed that last year people in St. Louis spent 25 percent more time on and visited 15 percent more pages than the average site visitor. The summer campaign will also run in key Midwest markets, such as Chicago, the Twin Cities and Milwaukee beginning on May 1.

The Department of Tourism also debuted its 2017 fall TV spot at the conference. For the first time, drone footage was used in a Travel Wisconsin commercial to showcase the state’s spectacular fall foliage. The commercial, which was shot last fall, begins with close ups of people enjoying Wisconsin activities, then zooms out to a panorama of stunning fall color. Destinations and activities featured include hiking at Roche-A-Cri State Park in Friendship, viewing foliage from atop Holy Hill National Shrine of Mary in Hubertus, golfing at Whistling Straits in Sheboygan and riding the fall chair lift at Granite Peak in Wausau.

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 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