WED AM News: Visit Milwaukee rolls out new brand, logo; UW report explores homeownership trends across age groups

April 17, 2024

— Visit Milwaukee has rolled out a revamped brand and logo, with plans to promote it over the next 18 months through influencer campaigns, sponsorships, commercials and more.

The tourism organization yesterday unveiled its first rebrand since the current brand and logo were created in 2005, according to the release. Visit Milwaukee President & CEO Peggy Williams-Smith in a statement thanked local leaders, businesses, staff and thousands of residents that contributed to the effort.

“I think this new look reflects the people who made it – and make tourism possible – in Milwaukee,” she said. “All Milwaukeeans can find something within it and the messaging around it that reflects their experience here, and that was incredibly important to us.”

The new logo — which resembles three blue Ms arranged in a heart shape — was created by Milwaukee-based branding firm Ocupop. Genyne Edwards, of Milwaukee-based consultancy P3 Development, led a related research and community input campaign over the past two years.

The release outlines three messaging themes tied to the new brand: fresh, flavor and forward. Visit Milwaukee notes these aren’t meant to be a slogan, but rather a framework for messaging and advertising going forward.

Along with online campaigns involving more than a dozen influencers, Visit Milwaukee is creating a television commercial, offering new merchandise through an e-commerce store and opening a physical visitor center in downtown Milwaukee’s Baird Center.

The organization is getting involved with local events involving local women- and minority-led organizations this year, including MKE Fashion Week and more. And the new brand will be incorporated into Visit Milwaukee’s presence at PrideFest, Juneteenth Day, Puerto Rican Fest, and the Veterans Day Parade, the release shows.

Visit Milwaukee’s brand campaign will also include “investing heavily” in digital advertising focused on multicultural audiences within a six-hour drive, and partnering with local company Foureva Media on a 10-episode podcast season focused on restaurants and members of Milwaukee’s culinary community.

“This new brand captures so much of what makes Milwaukee unique – our fresh coast and big ideas, our cultures that create the local flavor that makes us interesting, and the energy and celebration that are giving us so much forward momentum right now,” said Josh Albrecht, vice president of marketing and communications for Visit Milwaukee.

— A recent UW-Madison report highlights a “notable decline” in homeownership for older Wisconsinites over the past two decades.

The report was authored by Prof. Steven Deller, a member of the university’s Department of Agricultural and Applied Economics and a community economic development specialist in the Division of Extension.

“Record high housing prices, coupled with historically high mortgage rates, and lingering shortages in the supply of housing (both for purchase and rent) have created challenges for those seeking to own their own home,” he wrote in the report.

It explores homeownership rates for various age groups at three points in time: 2000, 2010 and 2022. Overall ownership rates “have ebbed and flowed largely” in line with national housing trends, Deller wrote, noting the lowest rates are seen among those aged 25-34 and 85 and older while those aged 55-74 are most likely to own a home.

“The lower rate at younger ages makes sense: people are still saving for downpayments and may still prefer to be mobile in terms of opportunities,” he wrote. “For the older age (85+) many may be electing to reside in assisted living facilities or with their grown children.”

But Deller also found a “shift downward in ownership rates” across the study period for all age groups up to those aged 75 and older, for which ownership rates are actually increasing over time.

“There is a noticeable decline over the 20-year period for those aged 55 to 64,” he wrote. “In other words, the rates of home ownership have steadily declined for all but the oldest Wisconsinites.”

He notes this trend is clearly shown in the data, but what’s driving it is “less clear.” Deller notes current prices in the home market may be pushing potential buyers to rent, or people may be making a “concession decision” that renting is a better choice given their personal situation.

“While it is likely some combination, it appears that for a growing set of Wisconsinites homeownership is becoming more difficult,” he wrote.

See the report.

— Attorney General Josh Kaul has announced a new agreement with federal transportation officials focused on resolving consumer complaints for airline passengers.

The Dem AG yesterday said his office, DATCP and the U.S. Department of Transportation have signed a two-year memorandum of understanding outlining how these groups will work together to address complaints against airlines and ticket agents, and identify violations of federal consumer protections.

“Airlines and ticket agents conducting business in Wisconsin must do so honestly and treat consumers fairly,” Kaul said in a statement. “This partnership will help ensure that airline passengers are effectively protected against deceptive practices.”

Wisconsin is among 25 states or territories that have signed an MOU with the U.S. DOT or showed interest in doing so, according to the release.

Under the agreement, the AG’s office will investigate complaints against air carriers, ticket agents and other air travel companies under the supervision of federal officials. Kaul’s office and DATCP will work to resolve complaints and refer some to the U.S. DOT’s Office of Aviation Consumer Protection.

That office will prioritize their review and work with the AG as it works to resolve them, according to the release. Meanwhile, the U.S. DOT will provide technical help and training to staff in the AG’s office and will meet with the office at least once a year.

See more in the release.

— The Better Business Bureau of Wisconsin has named the winners of this year’s Business Ethics Awards, recognizing various companies for their commitment to ethical practices.

Julie Albrecht, executive director of the BBB of Wisconsin Foundation, says completing the award application “is no small feat.”

“It requires the organization to analyze and effectively communicate their commitment to character, culture, customers and their location communities,” she said in a statement. “These organizations should truly be proud of their commitment to ethics.”

Recipients will get their awards next month at the 2024 BBB Ethics Awards Luncheon, being held May 16 in Milwaukee.

See the full list of awardees in the release.

Top headlines from the Health Care Report…

— The Wisconsin Office of Children’s Mental Health has released a new school shootings report warning of the resulting psychological harm.

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