MARKETING FUN IN ALL FOUR SEASONS
In Wisconsin, we love the snow. After all, it provides the backdrop that allows us to enjoy some of our favorite winter activities such as skiing, tubing, snowmobiling and snowboarding. So, when the snow begins to fall, we come alive! Our winter campaign is built around the idea that a good snowstorm is the perfect reason to celebrate. And time is limited, so it’s important to get out and enjoy it while it lasts.
The objective of this winter campaign is to proactively inform travelers of Wisconsin snow conditions, so many of the ads are built around weather-triggered messaging. When it snows in certain parts of the state, banners, website alerts and social media ads activate, creating the perfect storm *wink emoji* needed to properly spread the word. When it’s not snowing, we’re busy promoting the many indoor winter fun activities the state has to offer. Supper club and indoor water park ads appeal to foodies and families alike – no snow needed.
Here’s how the idea of ‘real-time snow fun’ will come to a screen or radio near you this winter.
“We don’t like the cold. We love the cold.” The headline from this year’s winter print ad invites travelers to join us in the type of fun that only winter offers. Paired with imagery of winter enthusiasts taking advantage of Wisconsin’s snowy slopes, we capture the essence of winter in Wisconsin.
The PR team kicked off the winter season by spreading joy to travelers over the Thanksgiving holiday. To celebrate the Department surpassing 100 marketing awards, the team assembled 100 treat bags filled with Wisconsin snacks for each of the eight Travel Wisconsin Welcome Centers. Visitors were invited to stop into the Welcome Centers to pick up the Wisconsin-themed goodie bags and other travel resources.
The team launched the seventh annual Big Bundle Up statewide charity drive with a media event to celebrate a donation of 2,500 winter hats from Wisconsin Knitwear to the Milwaukee Rescue Mission and other local charities. The warm winter gear collection will run through Jan. 2 and will add to the more than 103,000 items collected to date.
In January, we are bringing back the popular and highly successful “snowball” media delivery. Coolers of real snowballs along with a Travel Wisconsin-branded scarf, hat and mug, winter treats and winter activity fact sheets will be delivered to media outlets in Chicago, Twin Cities, Milwaukee, Madison, and Green Bay.
Other winter promotional efforts include the winter events release; in-studio television interviews; Wisconsin Radio Network and WTMJ-620 weekly broadcasts; Milwaukee Journal-Sentinel “Fun Times” issues featuring holiday traditions in November and skiing/outdoor winter activities in January; pitching media about what’s new and trending in 2017; and assisting media outlets with travel stories and providing photos.
When winter snow conditions are met in at least one trigger city throughout the state, digital banner ads, website alerts (similar to a breaking news ticker) and social media posts activate. These ads direct users to the Snow Conditions Report so they can find the most up-to-date status on snowmobiling, skiing, snowboarding, and cross-country skiing throughout the state.
We engage with travelers, visitors and fans on our social media properties including Facebook, Twitter, YouTube, Pinterest, Instagram and Google Plus9. We use these pages to showcase the experiences, people and places that make winter in Wisconsin so unforgettable.
The winter Events page is teeming with seasonal attractions, events and activities to help visitors fill their days with excitement, adventure and of course, fun.
Finally, the Wisconsin Traveler email newsletter inspires and encourages travel throughout the state. Subscribers enjoy featured stories, getaway ideas, sweepstakes and other content. They can also subscribe to interest-tailored emails for updates on things like festivals, skiing, ice fishing, and the Snow Conditions Report.
Winter broadcast and online radio spots feature the state’s most passionate winter ambassador, Wisconsin Secretary of Tourism Stephanie Klett. Each spot focuses on one type of winter staple including indoor waterparks and resorts, cozy cabins, supper clubs, and, of course, snow conditions. These radio spots emphasize the true vibe of winter in Wisconsin - exciting, genuine and unique. Because when you’re having fun, we’re having fun.
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 2018. 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.