Travel Wisconsin Spotlights Fleeting Fall Color in New Ad Campaign

Posted on: 9/21/2017

Madison, Wis. – Travel Wisconsin is reminding travelers that nature doesn’t wait when it comes to Wisconsin's autumn color. A new fall campaign from the state tourism office uses drone footage of the state’s spectacular autumn color and a full-on immersive experience in Chicago's Union Station to encourage travelers to book their fall vacations. 

This week, Travel Wisconsin wrapped an entire hallway in Union Station in an enchanting fall theme with a towering 8-foot hourglass as the main attraction. As the colors change in Wisconsin, which is known for it's 16 million acres of forest, leaves will slip through the hourglass reminding daily commuters and travelers to "see the fall leaves before the leaves fall." Vacationers are encouraged to start their planning by visiting the award-winning online Travel Wisconsin Fall Color Report

The campaign kicked off earlier this month with a fall TV spot that utilized drone technology to capture close-ups of people enjoying outdoor activities, then zooming out to a backdrop panorama of fall color. The spot features hiking at Roche-A-Cri State Park in Friendship, leaf peeping at Holy Hill National Shrine of Mary in Hubertus, golfing at Whistling Straits in Sheboygan and riding the "Fall Colors Comet Sky Ride" at Granite Peak Ski Area in Wausau. 

"Fall is a short travel season so we need to make a big impact in a small window of time to urge travelers not to wait when it comes to their vacation plans," said Wisconsin Tourism Secretary Stephanie Klett. "The hourglass promotes the fast-moving nature of fall color and the entire campaign captures the beauty and the fun to be had in Wisconsin. One look at the hourglass and travelers will want to head for the next Hiawatha train to Wisconsin. We’ll be ready to greet them when they arrive!" 

The fall campaign also includes radio spots, out-of-home, print ads, digital, social media and public relations. It will run in the Chicago, Milwaukee, Minneapolis and St. Louis markets through Oct. 15. The state tourism office is also running the "Travel Wisconsin Ultimate Fall Drive Showdown" on TravelWisconsin.com, which invites fans to vote for their favorite fall drive through October 2. Media can view and download campaign assets here.

The mission of the Wisconsin Department of Tourism is to market the state as the Midwest's premier travel destination for fun by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at www.travelwisconsin.com.

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