11/02/12, 00:14:55 EST

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Wisconsin tourism sets its target

madison.com

The "Wisconsin - Life's So Good" slogan will remain, but the industry that in 2005 was worth $12 billion to the state's economy wants vacationers from throughout the Midwest to discover "Great Moments."

Those Illinois folks have been encouraged to "Escape to Wisconsin" and "Stay Just a Little Bit Longer." Over the past two years, they've heard "Wisconsin - Life's So Good" and have been told about specific destinations like the Apostle Islands in Lake Superior or the Calatrava at the Milwaukee Art Museum. But for 2007, the message will be aimed at the heart and at our neighbors across the Mississippi River and Lake Michigan. State tourism officials today will unveil a new approach to convincing visitors to vacation in the land of cheese, waterparks and more than 15,000 lakes. For some, it may be great meal or catching a big fish. Others may find their moment whitewater rafting, shopping for antiques or by simply watching the sunset. The $2.2 million summer campaign will provide broad ideas but won't focus on specific areas of the state. "I think it's absolutely the appropriate way to go," said Karen Raymore, chief executive officer of the Door County Visitors Bureau and chairwoman of the Governor's Council on Tourism. "There's so many different experiences that Wisconsin has to offer. That's why I think the campaign will really resonate to them. It will speak to them in a way they can appreciate." The campaign will be unveiled at the Wisconsin Governor's Conference on Tourism that begins today in Appleton and which is expected to draw more than 1,000 tourism professionals from throughout Wisconsin and the country. The Chicago market remains the primary target when placing radio, television and print advertisements but the tweaked approach will also expand into western Michigan thanks to the Lake Express ferry that runs between Milwaukee and Muskegon, Mich. A billboard campaign in eastern Minnesota will try to get people to cross the St. Croix River and check out the Wisconsin visitors center in Hudson. Some of the broadcast ads will feature the voice of a child. In one, he talks about being "free to be a silly goose" while in another, "I don't pack last week's meetings. I don't pack next week's appointments." Linda Adler, executive director of the Chippewa Valley Convention & Visitors Bureau, said she thinks it will be effective, even though Minnesota and Michigan offer several similar type activities that can be found in Wisconsin. "While we all have lakes and trees and cities, I do think that more than any of our competition, people relate Wisconsin to a nostalgic travel experience from their past," said Adler, who for the past 14 years has promoted Eau Claire, Dunn and Chippewa counties in northwestern Wisconsin. One print ad has the headline "One scenic drive after another" over a collection of four golf course photographs. Others promote the cheese industry, romance and adventure. "I think the emotional appeal is extremely strong," said Andy Larsen, vice president and director of public relations for Boelter + Lincoln Marketing Communications of Milwaukee, which created the campaign. "What people are really looking for on a vacation are those moments they remember the rest of their lives and that's really what this showcases." State tourism spent $4 million of its $15 million budget on tourism advertising last year and is scheduled to spend $4.2 million this year. The $2.2 million on the 2007 summer campaign, the tourism department's biggest, is down slightly from last year's $2.35 million. The remainder of the ad dollars are spent on smaller but separate campaigns for the fall and winter seasons, said tourism spokesman Jerry Huffman. One of the key components to campaigns throughout the year is the push of the travelwisconsin.com Web site. It directs visitors to destinations throughout the state and will soon start featuring videos of popular spots like Old World Wisconsin in Eagle, Lake Geneva and Lambeau Field. "They are very educated consumers," Raymore said. "They have tremendous resources at their finger tips. Today's traveler is a far more educated consumer than ever before."

 Printable Version  | published Mar 05, 2007