Brand Strategy
A brand is the impression we make and the reputation we build. Travel Wisconsin works every day to make a great impression of Wisconsin, and we know you do too. Undoubtedly, our state’s brand will be stronger when we all work together to build a consistent reputation.
At Travel Wisconsin, we have put enormous emphasis on our brand, including brand positioning, brand strategy and brand discipline. It is how we ensure that our advertising dollars aren’t one-and-done. When our promotional tactics are grounded in brand, our messages go further and are more likely to engage consumers, helping us get more out of every dollar spent.
Brand is always a critical component of our work, but with increasing competition for travelers’ attention (and dollars), the need for our brand to be clear, compelling and welcoming continues to grow.
Wisconsin’s Shared Brand Promise
A brand promise outlines the distinct value a brand offers to the consumer – for us, it's 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
Research and data ground everything we do at Travel Wisconsin. When decision-making is based on data as our source of truth, we have the best chances of driving economic impact to the state of Wisconsin. To develop this shared Wisconsin Brand Promise, we wanted to understand what travelers think 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!
Our research-based brand promise is designed to help improve and maintain perceptions of Wisconsin by promoting the many unique and unexpected things to see, do and experience throughout our state.
When this promise is made – and kept – travelers are more likely to be repeat visitors and advocates on our behalf.
Statewide Marketing Strategy
Target Motivation
Memory makers looking to create shared moments of joy but fearing the forgettable.
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 (with or without kids)
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
- Peoria, IL
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.