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Season's greetings –
Things never seem to slow down at Tourism and these last two weeks will probably go down in the books as some the most exciting and fun for 2011!
First, I'm sure you saw the media coverage– both traditional and social– about Wisconsin, Michigan and the now infamous mitten! In 48 hours we did dozens of radio, TV and print interviews in Michigan, Wisconsin and Chicago. This WISC-TV clip really sums up the fun we had with this story. Other interviews featured friendly banter with our Michigan friends. Some 1,200 media clips across the nation later, we agreed to shake mittens with Michigan and turn all this attention into something positive. A big thank you to all of our Travel Wisconsin Welcome Centers, CVBs, chambers and information centers that immediately and enthusiastically agreed to participate as collection locations for the charity mitten drive. If you would like more information about how to participate (it's not too late!), contact your Regional Tourism Specialist Kit, Sarah, David or Patrick.
Our other big news is one of Hollywood's iconic directors, David Zucker, was in Milwaukee this week to direct and edit our winter tourism TV ad. A Wisconsin native, David is well known for his comedy films "Airplane," "Naked Gun," and "Ruthless People." We know that the main travel motivator is fun and, in the hands of David, we are sure he will bring playfulness, humor and originality to our winter spot. Watch for the TV ad to air the week of January 9th.
Also this week, we broke attendance records at the Governor's Northern Economic Development Summit. We brought down the house at The Waters of Minocqua, which was at capacity for the 2-day summit. The increased attendance and overall quality of this year's speakers and presentations is a testament to the Governor and his commitment to growing the economy of our Northwoods.
As we head into the next two weeks of holiday celebrations, I want to say that words cannot express how honored I am to serve this tourism industry. Every day, you work hard to make Wisconsin the great state it is by the way you serve our travelers and provide the best hospitality of any state. You are a professional and dedicated industry, and I'm proud to say I'm part of it. Cheers to all of you and to a 2012 filled with good health, happiness, and a whole lot of fun.
Governor's Council on Tourism
As 2011 draws to a close, we naturally review the events of the year past–and for our industry, Tourism, the account is truly a positive one with positive results.
The Governor's Council on Tourism forged our Council Strategic Plan in early January developing several major strategies to best provide input and feedback to the Department of Tourism in our advisory capacity. While the Council's Marketing Committee was already in place, as well as Meetings and Conventions and Sports Travel, additional committees of Travel Green and Visitor Centers were formed. Each Council Member now contributes to at least one committee and each Committee meets outside of Council Meetings and reports back at the regular meetings. Use this link to view a comprehensive map of the tourism representatives that make up our Council and Committees. Should you have an idea or comment on any of these marketing initiatives, you are welcome to call any of the Council Committee members.
With FUN as the focus, the summer and fall campaigns took on a life on its own with great response from the market and the industry. And there is still more FUN to come, as the Department of Tourism powers forward in uncharted FUN territory to market Wisconsin Tourism.
As an industry, we appreciate all of the efforts of Secretary Klett, Deputy Dave and the Department Staff We also thank Governor Walker for his continued support and each Council member for their contributions to moving our industry forward with positive results and return on investment for 2011.
Winter Campaign Launched
While we know everyone is anxious to see the winter TV spot, our winter print and digital advertising have already been hard at work promoting Wisconsin winter fun for the last few weeks. See an overview of the winter campaign, including digital, print and public relations efforts, on the Marketing Overview page. Bookmark the link to come back and see the TV spot when it's posted in just a few weeks.
And if you haven't seen it, check out the evolution of the state's outline over the last year.
Film Tax Credit
With $500,000 available to support films in Wisconsin, there are 500,000 reasons to apply for film tax credit. Learn more about the program and application – available and being accepted now! Be sure to spread the word to encourage this unique market in Wisconsin.
Special Events and Markets Manager
2012 WIGCOT, March 4-6
We are thrilled to announce that Peter Shankman and Peter Greenberg will be keynote speakers at the 2012 WIGCOT. Peter Shankman has been described as "redefining the art of networking" by PR Week Magazine and Peter Greenberg is a nationally recognized, Emmy Award winning travel news journalist.
Full agenda and registration will be up soon at www.wigcot.org.
Industry Relations & Services Director
November 18th Governor Walker signed Senate Bill (SB 242), which changes the definition and applicability of one-family and two-family dwelling rules to a bed and breakfast. This bill makes it possible for bed and breakfasts to expand or develop without burdensome, unnecessary state regulations.
Congratulations to the following tourism partners who received honors and awards this past month! You do us all proud!
The American Club, Kohler– 2012 Forbes Five-Star Award, one of 57 hotels worldwide to earn this distinction.
The Iron Horse Hotel, Milwaukee– 2011 Hotelier of the Year by the Boutique & Lifestyle Lodging Association.
Crowne Plaza Milwaukee West, Wauwatosa and Holiday Inn Madison at the American Center– Torchbearer Award from InterContinental Hotels Group
Osthoff's Aspira Spa–Named among the Top 10 Spas worldwide, "BEST FOR" Water Sports in the prestigious SpaFinder Readers' Choice Awards.
Golf Course Owners of Wisconsin - See their list of 2011 award recipients presented at their annual banquet.
There was a lot media frenzy surrounding the Department's Wisconsin-shaped mitten. The online and social media sphere exploded with comments and news stories. With Associated Press pick-up and the follow-up story about joint charity mitten collection with Pure Michigan, we could see over 1,500 clips from TV, radio, print and online. Stories ran in small community papers and included national coverage in The Washington Post and the Huffington Post. Stephanie did a radio interview on WGN in Chicago, along with multiple other radio and TV interviews.
Here are some of our favorite clips.
Editorial Boards Promote Tourism
Stephanie and Dave have been busy traveling the state and meeting with newspaper editors and reporters to talk about the outlook for the industry and the positive direction we're headed. Here are some links to the media coverage in Ashland, Eau Claire Beloit and Rhinelander.
Seeking Your Information for Press Release
We are looking for suggestions for a release about the great recognitions our tourism industry partners have received. Has your business received an award or honor? If so, let us know! Suggestions can be emailed to Danielle Johnson.
Grant Tip of the Month: The 90-Day Rule
The first 2012 JEM grant deadline is in February. But what if you have an event in July 2012 and you want to start advertising in March? If you wait until February to turn in your application, you are not eligible to receive reimbursement for advertising you did in March because of the 90 day rule. The 90 day rule means that JEM grant recipients can't begin spending grant dollars until 90 days after Abbie received their application. So how do you ensure you are eligible to receive reimbursement?
Submit a draft, containing all the application requirements, 90 days before you would start spending JEM grant dollars (in our example above, this would be Dec 15, 2011). By turning in your application 90 days before you want to start spending JEM dollars, you ensure that money will be reimbursed. It might be helpful to set a timeline for when you will begin spending grant dollars to determine when your application should be submitted.
Note that you should still send a revised, final application by the February 1 submission deadline. That way, the JEM Committee reviews your perfected application in February and if it's awarded grant funding, you're still able to start JEM reimbursable advertising March 15, 2012.
Program Manger & Liaision
Marketing Benefits of Being Travel Green Wisconsin Certified
Among the many benefits of being a TGW certified businesses, the marketing edge is the most popular:
Member Spotlight: Inn Serendipity Bed & Breakfast
Not only do B&B owners John Ivanko and Lisa Kivirist run this creative and very eco-friendly B&B, but they are also accomplished writers and entrepreneurs. Their most recent release is Farmstead Chef, a cookbook that showcases the creative and budget-friendly side to eating lower on the food chain while taking responsibility for the food we put into our bodies–by growing, sharing and savoring it. Lisa and John offer workshops at their Inn, which include information on becoming TGW certified and establishing a greener business and home. To take a peek, and potentially gain a few green tips, check out their website http://www.innserendipity.com/.
Stumped on a great holiday gift for a family member, friend, office mates? Consider giving the gift of Wisconsin art and "buy local" at the same time! Original work is more affordable than you think.
Harnessing the power of tourism to build a better Wisconsin. |
See how on: http://industry.travelwisconsin.com.
|Wisconsin Department of Tourism
201 W Washington Ave Madison, WI 53703
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