Summer FY17 Header

Marketing Overview


The temperature is heating up and summer fun is just around the corner in Wisconsin. This season’s ad campaign takes the concept of “Real Fun” to the next level, putting the spotlight on authentic Wisconsin travel experiences and playful traditions by featuring a real family that has been vacationing in the state for decades.

For nearly 60 years, the Thompson family has been visiting Black’s Cliff Resort in Hazelhurst. 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. The department’s summer campaign highlights those fun traditions and the joys of spending time with friends and family.


Who Needs a Cell Phone to Have Fun?

Who needs a cell phone, when everyone you want to talk to is already with you? This TV spot celebrates the joys of spending quality time with loved ones, when the only thing you’ll need a phone for is capturing the fun memories you’re making.


There’s no shortage of fun in Wisconsin, where the wholesome pleasure of a traditional cabin getaway never goes out of style. The reason is simple – grown-ups want to re-create for their kids and grandkids the fun they had during their annual summer vacations.

The summer campaign features two print ideas that hit home that concept, showing multiple generations enjoying a fun Wisconsin vacation together.


This summer’s out of home billboards focus on scenes of Wisconsin summer fun, once again brought to you by the Thompson family. The images themselves are larger than life, and so is the sentiment: Summer in Wisconsin is where memories are made, where a group of people becomes a family. 

PR Overview

The PR team will kick off the busy summer travel season by hitting the road for the Department’s newest market – St. Louis – where we will meet one-on-one with top travel journalists and bloggers to talk about what’s new and trending in Wisconsin this year.

The Department is also promoting the new Frank Lloyd Wright Trail by hosting a ribbon cutting in May, pitching national media about the trail and the 150th anniversary of Wright’s birth on June 8, supporting statewide anniversary events with a news release and hosting a press tour June 25-29.

In addition to accommodating regional and national journalists, the Department will welcome three Instagram influencers this summer, focusing on golf, Frank Lloyd Wright and LGBT travel. Each influencer will experience a different region of the state, post photos to Instagram and other social media channels, and blog about their experiences.

Other summer promotional efforts include in-studio television interviews; Wisconsin Radio Network weekly events broadcasts; the summer events news release; the Milwaukee Journal-Sentinel Fun Times “Trails,” ”Family Reunions” and “On the Water” issues; and assisting media outlets with travel stories as needed.


Speaking of tradition, what says Wisconsin summer more than cream puffs and live music? Our digital banners showcase some of Wisconsin’s proudest traditions, including boating, fishing, spending lake time with family, and of course, cream puffs. These banners focus on the one thing that matters most -- people having fun. Afterall, summer in Wisconsin is one big party you don’t want to miss.


Banner Ads

Online Video

Summer in Wisconsin is one huge family (and friend!) reunion. Our Wisconsin Family Cabin Story video shows why after almost 60 years of cookouts, campfires and cannon balls, the Thompson family keeps coming back for more real Wisconsin fun.


This summer, our radio spots feature the most passionate Real Fun advocate of them all, Wisconsin Tourism Secretary Stephanie Klett. The spots feature all the most important aspects of summer in Wisconsin – places to stay, scenic state parks, baseball games, ATV trails, craft breweries, food festivals and more. One listen to these radio spots and you’ll understand how spending a summer in Wisconsin is the best way to recharge your batteries, without plugging in a power cord.


In addition to promoting fun, Travel Wisconsin also lends a hand in promoting individual Wisconsin destinations, events and attractions through the Co-op Advertising program. We’re pleased to continue to offer expanded co-op advertising opportunities through 2017. These programs pool the resources of the Department and individual advertisers to generate a more powerful Wisconsin travel message.  For more information on co-op advertising, click here