Marketing Opportunities

Travel Promotion

We are fortunate to have such a diverse tourism offering to promote in Wisconsin. And while each destination offers unique opportunities for travelers to make memories and discover something unexpected, working together toward common goals uplifts the entire state. Learn more about Wisconsin’s shared brand promise, Travel Wisconsin’s campaigns and the many opportunities to partner to show travelers why they should start planning their next Wisconsin trip today. 

Wisconsin’s Shared Brand Promise

A brand promise is the unifying statement of distinct value to the consumer – the tangible benefit that makes Wisconsin a desirable place to visit. It’s authentic, it’s credible and it’s a promise that all of us in Wisconsin can stand behind: Wisconsin, where the unexpected is ready to be discovered.

We’re all responsible for building and maintaining Wisconsin’s reputation and the Wisconsin brand promise has room for everyone underneath. You don’t have to compromise who you are to embrace it.

Brand Promise Research

In order to develop this shared Wisconsin Brand Promise, we started with research. We wanted to understand what travelers already know about Wisconsin and what motivates them to book trips. We also sought a better understanding of what travelers thought about our competitors and how we could best differentiate ourselves in a clear and authentic way.

Key findings:

  • People know Wisconsin for friendly people and natural beauty, but most of our target audience do not have a set-in-stone perception of our state. This presents a unique opportunity to define ourselves.
  • Wisconsin has exactly what our target travelers want. Our job is to make sure they know they can find it here.
  • People who have visited Wisconsin have more positive perceptions of our state. This means Wisconsin exceeds expectations – they’re discovering something unexpected!


When this promise is made – and kept – travelers are more likely to be a repeat visitor or an advocate on our behalf.