Fall 2018 Header Image

Marketing Overview

This fall Wisconsin’s beautiful fall colors and our unmistakable hospitality are on full display. Our fall color season and our spirit of Gemutlichkeit are teaming up to entice visitors to Wisconsin. Both messages share a common marketing goal: to help our guests 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. And Wisconsin’s hospitality bursts forth with friendship, warmth and good cheer. Colors this stunning and bright—and hospitality this welcoming—need an advertising campaign to match. We’re celebrating the season with an advertising campaign that mixes traditional print, digital and broadcast pieces to encourage people to come for the fall colors, and stay for the Gemutlichkeit.


Buckle up for a bird’s-eye view of Wisconsin’s fall colors, and then get ready for more Gemutlichkeit! One of this fall’s 15-second TV spots showcases Wisconsin’s well-known destinations for admiring fall colors. The other spot continues to spread the word about friendship, warmth and good cheer—AKA “Gemutlichkeit”.

Gemütlichkeit: The Spirit of Wisconsin | Travel Wisconsin | :15

It’s called Gemutlichkeit. It can be tricky to say (guh-MYOOT-lik-KYT), but it’s easy to feel. Friendship, warmth and good cheer. That’s Gemutlichkeit and that’s Wisconsin.


Our colorful print ads serve as friendly, powerful reminders that Wisconsin’s fall color is available for a limited time, while also welcoming people to a “State of Gemutlichkeit”.

Digital Banners

What’s better than fall leaves and dogs? That’s a trick question: there is nothing 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.


Wisconsin’s #1 fan, Secretary of Tourism Stephanie Klett, lends her voice and her passion for fall to a series of radio spots featured on Pandora internet radio. These spots highlight Wisconsin’s exciting fall festivals, showcase our state’s most breathtaking sites for fall color viewing and continue celebrate the spirit of Wisconsin, better known as Gemutlichkeit. 


To drive national stories about Wisconsin, the team will distribute three seasonal media kits. A fall color media kit with downloadable video showcasing Wisconsin’s fall scenery will be sent to regional and national media. Travel Wisconsin will also send out a beer media kit detailing Wisconsin’s brewing heritage and a “Haunted Wisconsin” media kit to celebrate Halloween.

We’ve lined up three Instagram influencers to visit Wisconsin this season – @NoBackHome, a travel mother and son duo, will visit Madison and Monroe; @AdamSenatori, a scenic drone photographer, will capture fall color along the Great River Road; and @JeanaTravels will visit Lake Geneva for a girlfriend getaway. 

Travel Wisconsin will once again bring fun to the Windy City during the annual “Musky Fest” at Will’s Northwoods Inn in Chicago on Saturday September 8. We will celebrate Badgers gameday with branded giveaways, raffle prizes, Travel Wisconsin Snapchat filters and a photo booth featuring Wisconsin-themed props.

A series of news releases will promote fall events and the Fall Color Report, and interviews to promote fall will be pitched to outlets around the state in early September.

Other fall promotional efforts include in-studio television interviews; weekly events broadcasts airing on Wisconsin Radio Network; two fall 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 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