Kids Snow Tubing at Night

Marketing Overview

Winter in Wisconsin is packed full of fun things to do both inside and outside. From snow trails and festivals, to cabins and casinos, there’s plenty to do to take your breath away.  That’s why, this winter, we’re asking visitors to join us at the ideal winter playground and go all WisconsIN and all WisconsOUT.


For video, we’re again teaming up with former Packers player and Dancing with the Stars legend Donald Driver to highlight everything there is to do inside and outside in the winter. His friendliness acts as a welcoming invitation to visitors to come to Wisconsin.

Our 30-second TV spot shows viewers all that can be packed into a winter weekend trip. We follow one woman’s journey through different destinations, as she encounters Donald Driver on a chairlift while skiing, then plays games at the casino, sees snow sculptures at a winter festival, and meets friends, family and Donald Driver in a modern, yet cozy cabin.

Additionally, we’re featuring pared-down 15-second and 6-second spots with Donald Driver online and on social media, targeted to specific audiences.

Winter WisconsIN - WisconOUT 30 Second


Playing off the campaign, our animated digital display banners ask viewers to “Go all WisconsIN.” and “Go all WisconsOUT.” while showing both inside and outside activities and destinations. When viewers click through to, they’ll find dynamic content related to the ad they viewed.  

Additionally, since snow activities – snowmobiling, cross-country skiing and downhill skiing/boarding – are a large driver of winter visitors to Wisconsin, we’re using digital banners to showcase the Wisconsin Snow Report. These banners feature the key phrase “See your breath before it’s taken away” and click through directly to the Wisconsin Snow Report landing page on 


As in past years, we’re partnering with the Badger Sports Network to broadcast radio spots during Badger games. Matt Lepay, the voice of the Badgers, is also the voice of these radio spots which will tie in the WisconsIN/WisconsOUT campaign.  


Using channels like Facebook and Instagram, we’re highlighting video, cinemograph and digital assets to engage audiences interested in our content. Facebook ads and Instagram Stories will drive viewers to to explore the variety of inside and outside activities to take part in during winter in Wisconsin.  


The PR team kicks off the winter travel season by visiting New York City and Denver to meet one-on-one with top travel journalists and bloggers. They’ll talk about what’s new and trending in Wisconsin for 2020, including the Democratic National Convention in Milwaukee and the Ryder Cup in Kohler.   

A series of news releases promotes winter events, the Wisconsin Snow Report, and winter campaign updates. The team will be pitching TV and radio interviews to promote snow cover, events and activities.  

The Department also plans on hosting influencer trips, including a focused adventure influencer tour, which is scheduled for mid-February and covers multiple destinations within the state.  

Other winter promotional efforts include weekly events broadcasts; two winter issues of the Milwaukee Journal Sentinel Fun Times; and assisting media outlets with travel stories as needed. 


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 2020. 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