matt scott header image

Marketing Overview

During this spring’s NCAA men’s basketball tournament, Matt Scott will be featured in a targeted advertising campaign. Matt attended the University of Wisconsin-Whitewater and returns to Wisconsin every summer for vacation. His big smile and outsized personality are great compliments to the variety of exciting Wisconsin travel experiences.


For linear TV, our 30-second spot focuses on why Matt Scott, someone who has traveled the world, still chooses to vacation in Wisconsin. Featuring a well-rounded array of activities like kayaking, live music and touring downtown Milwaukee, the spot highlights Matt’s bright, animated personality and the state’s commitment to fun.

Additionally, we will feature a 15-second spot and multiple 6-second spots that showcase various activities throughout our state. These spots will appear online and on social media to targeted audiences.

Our social media content this spring includes 15-second and 6-second videos of Matt Scott enjoying a number of Wisconsin’s best-known experiences and activities. These videos will be featured on Instagram and Facebook.

Matt Scott: A Million Ways to Have Fun

In Wisconsin, there's no shortage of things to see and places to go. Wheelchair basketball star and Paralympic gold medalist Matt Scott fully embraces Wisconsin fun. He comes back to the state every summer to visit friends, check out a bunch of concerts, eat great food and maybe even pick up a game or two.


We will use online banner ads featuring Matt Scott and some of Wisconsin’s most popular activities to target basketball fans watching the NCAA men’s basketball tournament online. Also, we will specifically target millennial and multicultural audiences with additional banner ads featuring Matt Scott enjoying select activities.


While Matt Scott leads the way online and on TV, we are using radio to feature one of Wisconsin’s most cherished dining establishments, the supper club. Our 30-second commercial sets the table for a memorable evening of dining and socializing at these revered institutions. Our partners, the Brewers and Badgers radio networks, will air our commercial for a three-week run this spring.


The PR team will kick off the busy summer season by sending out our annual spring and summer events news release. We will follow that up by sending out updated information on sports, meetings and convention spaces and conducting virtual desk sides with meetings and convention planners across the country.

The team will also pitch stories on the newly proposed Office of Outdoor Recreation, informing reporters from around the nation about how the new office will promote tourism to Wisconsin’s great outdoors. PR will also begin planning for what will be a busy 2020, with press activities relating to the DNC and the Ryder Cup.

Later this season, the PR team will schedule deskside meetings with top travel journalists in Chicago, Milwaukee and Madison. The Department will also host a group press tour to the Janesville/Kenosha area in August. In addition, the team is planning this summer’s Instagram FAM campaign.

Other promotional efforts include: Wisconsin Radio Network and WTMJ-620 weekly broadcasts; Milwaukee Journal Sentinel “Fun Times” issues featuring spring and summer activities; Midwest Living and Chicago Daily Herald inserts; pitching media about what’s new and trending for 2019; and assisting media outlets with travel stories and providing photos.


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 2019. 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