Contacts:
Lisa Marshall, Department of Tourism, 608-267-3773
Valeria Davis, Department of Tourism, 608-266-2147
Carla Vigue, Office of the Governor, 608-261-2162
MILWAUKEE – Governor Doyle today launched the state’s new fall tourism advertising campaign, the first as part of a unified competitive branding strategy – Originality Rules – covering all economic sectors and government agencies. The fall ads, which run from September 7 through October 31, will highlight the passionate, proud and spontaneous nature of Wisconsin’s people and the original ways they embrace fall.
“Our state culture is one that nurtures creativity and originality, and not only makes Wisconsin a great place to visit, but also a great place to do business and raise a family,” Governor Doyle said. “The fall tourism campaign showcases the original ways Wisconsin’s people celebrate fall, and resonates with so many key audiences — visitors, residents, employees and employers.”
The fall tourism ads are among the first to emerge from the state’s new brand platform, Originality Rules, announced by Governor Doyle in March. The brand strategy is a strategic framework from which a new theme line, advertising concepts and marketing materials is being developed. It guides the development of all marketing communications conducted by the Department of Tourism and may be applied to other state government agencies, including commerce, agriculture, natural resources, workforce development and education, to achieve a unifying competitive strategy for Wisconsin.
The campaign is a departure from previous fall campaigns, as it focuses on personal interpretations of fall color, rather than on the traditional scenic shots of fall foliage. The campaign is built around two sets of “Wisconsin Originals”: Jake, John and Dick Leinenkugel of Leinenkugel Brewing and Sam Llanas and Kurt Neumann band the BoDeans. In the spots, the spokespersons discuss their unique ways of experiencing autumn in Wisconsin before asking “What does fall mean to you?”
The Wisconsin Department of Tourism is placing $1.1 million worth of advertising in regional media, anchored by the two 30-second television spots airing in the Chicago, Minneapolis-St. Paul, Milwaukee and Madison markets. The campaign also includes a variety of online and print advertising. The popular Fall Sampler, a 16-page digest featuring culinary ideas and fall events, will be inserted into major newspapers in the target markets. To view these materials, go to: http://agency.travelwisconsin.com.
“This new campaign is such a genuine reflection of who we are and why visitors choose to vacation here, and that’s the power of a good brand,” Tourism Secretary Kelli Trumble said. “Our fall advertising is just the beginning of building on our reputation as a passionate and proud state, with our people willing to express themselves in original ways and create incredibly fun experiences for travelers.”
Since 2004, visitor spending during September, October and November has grown by $285.4 million. In 2007, the fall season accounted for $3.068 billion of the nearly $13 billion overall economic impact total, making it the second-largest travel season after summer. Tourism’s $1.1 million fall campaign builds on this growth and showcases Wisconsin’s originality in the fall season.
