Marketing Overview


Fall Colors, available for a limited time - which is why in Wisconsin, we make the most out of each and every moment.

As the days get shorter and the air gets crisper, Wisconsin’s foliage comes to life with a dazzling display of vibrant color. Colors this stunning and bright need an advertising campaign to match, and this year, we’re celebrating the season bigger and better than ever before, mixing traditional print, digital and broadcast pieces with a larger-than-life physical reminder to get out and enjoy the colors before it’s too late.


Wisconsin Fall Colors – Dronie

Buckle up for a bird’s-eye view of the breathtaking brilliance of Wisconsin’s fall color. This season, TV spots showcase well-known destinations like Holy Hill in Hubertus, Whistling Straits in Sheboygan, Roche-A-Cri State Park in Friendship and Granite Peak Ski Area in Wausau. But hurry, color like this is only available while supplies last.


Our colorful print ads and post-it notes serve as a friendly, powerful reminder that Wisconsin’s fall color is available for a limited time. The ads encourage readers to sign up for the Fall Color Report, where they can find up-to-date information on where to find peak color throughout the state. 


Fall Hourglass

This year, we wanted to find a way to capture the quick nature of Wisconsin’s fall colors in a truly unique, visually-compelling way. Enter, the Fall Hourglass, an 8-foot tall hourglass-shaped display that greets commuters in Chicago's Union Station. At the beginning of the season, the top half of the hourglass is filled with synthetic leaves. Over 30 days, leaves drop to the bottom half of the hourglass, reflecting the falling progression. The copy on the hourglass reads, "See the fall leaves before the leaves fall," and directs commuters to the Fall Color Report on


If you witness Wisconsin’s fall colors, but don’t post, tweet or snap about it, did it really happen? Social media users will be able to access custom Snapchat filters when traveling in designated photo-friendly areas throughout the state. “Selfie stands” will be rolled out in several State Parks during peak color to ensure travelers capture themselves in all the right angles and can share brag-worthy foliage photos with their friends.

Selfie Stand Front

PR Overview

Travel Wisconsin will host the second annual “Wisconsin Weekend in Chicago,” bringing Wisconsin fun to Chicago with three unique events.  Events include a Wisconsin trivia party at the new Chicago Safehouse restaurant, a Badgers game celebration during Will’s Northwoods Inn’s Musky Fest event, and a Packers party at O’Leary’s Public House.

To leverage the Union Station hourglass and put Wisconsin on the national fall color map, the team will distribute a fall media kit to regional and national media.  The media kit includes a mini hourglass, fall treats and story ideas.

A series of news releases will promote fall events, the Fall Color Report and the Ultimate Fall Drive Showdown. Interviews to promote fall have been booked on several radio stations around the state in early September. 

Three Instagram influencers are tapped to visit Wisconsin this season – @Roamaroo, a travel couple, will visit Door County; @GarnetHeart, a beer influencer, will explore Milwaukee’s brewing past and present; and @WorldPins, a scenic drone photographer, will capture fall color in the Apostle Islands.  A group press tour is scheduled for Eau Claire in early October.

Other fall promotional efforts include in-studio television interviews; Weekly events broadcasts airing in Wisconsin, Illinois, Iowa, Missouri and Minnesota through Learfield Radio; two fall issues of the Milwaukee Journal-Sentinel Fun Times fall issues; and assisting media outlets with travel stories as needed.


What’s better than fall leaves and dogs? That’s a trick question because obviously nothing is better. This season’s digital banners feature two of our favorite things - gorgeous fall leaves and man’s best friend. The animated digital banners beckon people to, “See fall leaves before fall leaves,” which speaks to the limited timeframe you have to experience fall in Wisconsin. 


Banner Ads


Wisconsin’s #1 fan, Secretary of Tourism Stephanie Klett, lends her voice and her passion for fall to a series of radio spots. These spots highlight all the exciting fall festivals and events Wisconsin has to offer, and suggest ideas for where to go to experience the inspiring, technicolor magic of fall colors. 


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