Statewide Marketing Strategy

Target Motivation

Memory makers looking to create shared moments of joy but fearing the forgettable.

Shared Wisconsin Brand Promise

Wisconsin, where the unexpected is ready to be discovered.

The shared Wisconsin Brand Promise is a benefit that adds value to the state, making it an attractive destination for visitors. It is an authentic and tangible promise that we, as Wisconsinites, can all uphold. When we come together to promote a unified message, our voice becomes stronger and reaches a wider audience. 

Brand Rationale

• Outdoor adventures abound with our thousands of miles of trails, scenic landscapes and freshwater shoreline.
• Celebratory by nature, we make the most of any occasion with unique events and festivals.
• Our fresh spin on food, drink and dining experiences are steeped in our craft culture.
• A range of accommodations and activities to set the stage for everyone to unwind at their pace.
   

Marketing & PR Goals

• Elevate the Wisconsin brand and increase positive perceptions of Wisconsin
• Increase brand awareness across target markets
• Connect outdoor recreation to traditional tourism markets of hotels, restaurants, and attractions
• Increase overnight stays and visitor spend
   

Target Audiences

Primary: Adults 35-54 (with kids)
Secondary: Adults 25-34

Audience Motivations

• Looking for a place that offers a lot of options for the whole crew.
• Wanting a vacation to feel different than the everyday, with something that stands out and doesn’t disappoint.
• Choosing destinations based on a range of intriguing activities, accommodations and budget.
• Looking for something unique or unusual that makes for great memories.
   

Target Markets

Out of State:

• Chicago, IL
• Minneapolis, MN
• Duluth, MN
• Rochester, MN
• Cedar Rapids, IA
• Davenport, IA
• Des Moines, IA
• Rockford, IL
• Marquette, MI

In State:

• Milwaukee
• Madison
• Green Bay
• Wausau

Campaign Touchpoints

CTV, Pre-roll, TV, Traditional Radio, Online Radio, Display Banners, High Impact Mobile Banners, OOH Billboards, Native, Paid Search, Social Media, Retargeting Banners, Public Relations and Social Media Content Creators.