Tourism Industry News - Travewisconsin.com

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May 2012

Stephanie Klett
Department Secretary
608.266.2345
sklett@travelwisconsin.com

Arts Board | Marketing and Tourism News | Industry Relations | Grant News
Customer Service & Technology | Wisconsin in the News | Travel Green Wisconsin

Secretary Message

Hello Friends,

What a month! National Tourism Week was a huge success for our industry and we couldn't have asked for better media coverage. Thank you to tourism partners in all corners of the state for your help in spreading the good word about the Power of Tourism and its impact on Wisconsin. I had the great pleasure to accompany Governor Walker during his National Tourism Week press conferences and he is simply passionate about tourism and a strong believer in its power to strengthen the state's economy. A big thank you to everyone who warmly hosted Deputy Dave, Sarah Klavas and I at press conferences, breakfasts, luncheons, award-dinners and tours. It was truly a memorable experience.

This month, we welcome three new members to the Governor's Council on Tourism:

Aimee Juan, Director of Native American Tourism of Wisconsin
Pete Helland, Co-owner of the Wilderness Hotel and Golf Resort
Cindy Burzinski, Director of Vilas County Tourism

We look forward to having their unique tourism experience and insight on the Council to help guide our work to market Wisconsin and grow the tourism economy.

Travel Green Logo

In other big news for the Department, I would like to congratulate Deputy Dave on his receiving the Public Relations Society of America's Dorothy Thomas Black Award for overall excellence and lifetime achievement in public relations. I could not have asked to serve with a better Deputy, a more devoted guy and just an all around fun person. Dave's talent for marketing and building relationships is truly blue-chip. Team Tourism couldn't be more proud of him.

Dave's achievement award was not the only we received from PRSA; the Department also took home six awards for public relations and social media excellence. Keep reading this issue of Travel Wisconsin News to learn more about the PRSA honors and get the latest news on other Department programs.

With that I wish all of you a wonderful and safe Memorial Day Weekend,

Like what you see in this month's Travel Wisconsin News? Share it on Facebook and Twitter.



	Dave Fantle Deputy Secretary 608.266.8773 dfantle@travelwisconsin.com	Top of the page Marketing Update View the Summer Ad Campaign Our summer campaign launches this week with two new TV spots airing across Wisconsin, northern Illinois, Twin Cities and for the first time, eastern Iowa. Many of you saw those spots for the first time at WIGCOT back in March. Now we've added new radio ads and out-of-home advertising. A social media promotion features a fishing getaway with John Gillespie that to be filmed as an episode of Waters & Woods. Golf and boating print ads utilize QR codes that delivers video and an opportunity to enter to win trips to US Women's Open, Milwaukee, Eau Claire and Sheboygan. All campaign assets are now posted online for your viewing pleasure. Multicultural Marketing Includes Sponsorship of Key Ethnic Festivals Lt. Governor Kleefisch joined Stephanie and Dave to present $10,000 marketing sponsorships to African World Festival and Mexican Fiesta. The sponsorships will help increase the marketing reach of both festivals in Chicago, a key market for multicultural travelers visiting Wisconsin. The Department is also investing in a multicultural advertising that dovetails with the general ad campaign. Elements include print, radio and digital banner advertising and runs May 21- June 30. US Travel Launches International Ad Campaign The U.S. Travel Association recently launched a $150 million marketing blitz to promote the U.S. to travelers worldwide. Created by Brand USA, the campaign includes print, TV, outdoor and online media that depicts the nation's city scenes, forests and beaches and the message to "Discover America." View the Land of Dreams commercial on Youtube featuring singer-songwriter Roseanne Cash. Keep Walking with Walker The First Lady's initiative to explore the scenic beauty of Wisconsin's parks, trails and landscapes, while promoting good health continues in La Crosse (May 30), Lake Geneva (June 14), Door County (July 18-19), and Florence County (August 17).



	Lisa Marshall Communications Director 608.267.3773 lmarshall@travelwisconsin.com	Top of the page Wisconsin in the News Thanks to All for Great Tourism Week Coverage Thank you to all of our tourism partners for helping us keep the research under wraps and then for remaining flexible when the Governor made the announcement early! We realize this caused a change in plans for many of you and we appreciate your flexibility. Overall we couldn't be more pleased with the positive tone and widespread coverage from the research and your events and press conferences. This Sheboygan Press editorial advocating for another increase to the tourism budget caught our eye. It ran in multiple Gannett papers. Recent Wisconsin Travel Articles Wisconsin travel coverage from a variety of sources has rolled in this month. Clips include a great video on the Apostle Islands from GearJunkie and "Milwaukee's Must-Visit Wine Bars" from Wine Enthusiast (a result of a NYC deskside meeting and Department-sponsored press tour). Tallahassee Magazine published a colorful spread following the editor's summer press tour in the Apostle Islands and this winter in Wausau and Vilas County. The Milwaukee Journal-Sentinel ran a long piece on sailing on Lake Superior also following a press tour that took place last summer. See all of our media coverage here. Department Receives Awards PR Awards We are proud to announce that the Department, along with their partner Laughlin-Constable, received several Paragon Awards from the Public Relations Society of America (PRSA) southeastern chapter. The honors included: Award of Excellence Crisis Communications-Implementation: "Mitten Gate" Award of Excellence-Social Media Tactics: "Destination: Lambeau Giveaway" Award of Excellence-Social Media Tactics: "Travel Wisconsin Summer Fun Report" Award of Excellence-Media Relations Tactic: "Travel Wisconsin Deskside Media Kit" Award of Merit-Integrated Communications: "Hollywood Director David Zucker Helps Bring 'Fun' to Wisconsin" Award of Merit-Integrated Communications: "2011 Wisconsin Department of Tourism PR Campaign" Year of the Veteran Thank you for your contributions to our Year of the Veteran promotions! With all this information, we distributed a Year of the Veteran press release highlighting all the fantastic discounts, events, and attractions that our industry is offering to honor our vets. The information was used to create a Year of the Veteran page on TravelWisconsin.com so that veterans can find everything in one place.



	Sarah Klavas Industry Relations & Services Director 608.266.3750 sklavas@travelwisconsin.com	Top of the page Industry Services Tourism Economics Research Available All of the economic impact research and our Power of Tourism toolkit are now available in the Research section of our website. Many of you were in touch with us throughout the process to roll out this information. As you work with the new research, be sure to review the Key Messages included in the toolkit. Your Regional Tourism Specialist is also available to answer any questions. In addition, the Power of Tourism PowerPoint presentation has been revised and updated with the new information. This is a terrific tool to help you tell the story about the impact of tourism. 2012 Annual NATOW Conference: Sustainable Tourism: Naturally Attractive Sustainable tourism is the theme of this year's annual NATOW Tourism Conference. The conference is June 11-13 at the Menominee Casino Resort Conference Center in Keshena. The agenda includes general sessions and workshops plus the opportunity network with over 150 tourism professionals and learn more about Wisconsin tribes. Register here. Industry Friends Moving On We would like to send our best wishes to Lynn Peters who retired just last week from the Fox Cities CVB, where she has been at the helm since 1999. Replacing her is Randy Prasse, a familiar face from his years at Wisconsin State Fair and Discover Mediaworks. While he may be leaving Wisconsin for the Carson Valley Visitors Authority, please join us in sending warm wishes to A. J. Frels, who has led the Wisconsin Rapids Area CVB since 2007. Laura Nelson will take on the role of Executive Director, moving up from her marketing position at the Wisconsin Rapids CVB. Kudos to our Industry Partners Menomonie Makes Smithsonian's Best 20 Small Towns – The historic Mabel Tainter Center for the Arts and proximity to UW-Stout helped put Menomonie make Smithsonian's list of 20 Best Small Towns in America. WATVA Tready Awards – Congratulations to the dealerships, trails, hospitality businesses and more that were recognized with a 2012 WATVA Tready Award. Learn more about the award winners and get a recap on the annual WATVA conference online. Summerfest on Travelocity's Top 10 Festivals List – Travelocity polled its employee travel experts on some of the world's best spring and summer festivals. Summerfest fit the bill along with events around the nation and Canada.



	Joellyn Merz Technology & Customer Service Director 608.261.8214 jmerz@travelwisconsin.com	Top of the page Customer Service & Technology Extranet Alert! Two Travel Guides in Production The Wisconsin Activity Guide and the Fall/Winter Events Guide are both currently in production, which means that very shortly we will be pulling information from the TravelWisconsin.com database, aka The Extranet, to populate both guides. This is a good time to review your travel items to make sure they are up to date and accurate. These two guides will include information on events, festivals, exhibits, activities and outdoor recreation. If you have any questions about the Extranet, please contact Linda Anderson at 608-261-8212.

Shelly Allness
Program Manger & Liaision
608.261.8767
mallness@travelwisconsin.com

Top of the page

Travel Green Wisconsin

TripAdvisor Survey Reveals Travelers Growing Greener

A recent report shows that green travel is growing among travelers, 70% of the 700+ TripAdvisor members surveyed said they plan to make more eco-friendly choices in the next 12 months compared to 65 percent that did so in the past 12 months. Travelers are willing to pay more to be green: half of the travelers surveyed would spend more money to stay at an eco-friendly accommodation. Twenty-three percent would pay up to $25 additional per night to stay at such a property, while 9 percent would be willing to spend $25 to $50 extra. Seventy-five percent said the economic landscape does not affect their interest in eco-friendly travel choices. Read the full article on GreenLodging News.com.

Travel Wisconsin Welcome Center in Platteville First to be Certified
Under the leadership of Platteville Chamber of Commerce Executive Director Kathy Kopp, the Travel Wisconsin Welcome Center in Platteville is the first to become TGW certified. It is also the first in the Platteville area, inspiring other businesses to take advantage of this designation. This region of the state is looking at ways to use the TGW designation to help showcase their dedication to environmental stewardship, promote area destinations and differentiate themselves in the marketplace. Being rich in agriculture, tourism and natural resources, the greater Platteville area is perfectly aligned to use the marketing power of TGW to draw more visitors to the area. Congratulations!

WELCOME NEW TRAVEL GREEN WISCONSIN CERTIFIED BUSINESSES
Madison Children's Museum
Waukesha & Pewaukee Convention & Visitors Bureau
Platteville Area Chamber of Commerce & Wisconsin Welcome Center
Konkapot Lodge
Waupaca Area Chamber of Commerce
Paper Discovery Center
400 State Trail
Elroy-Sparta State Trail
La Crosse State Trail
Newport State Park
Kettle Moraine State Forest Southern Unit
Kettle Moraine State Forest Northern Unit
Harrington Beach State Park

Abbie Hill
Grant Coordinator
608.261.6272
ahill@travelwisconsin.com

Top of the page

Grant News

Grant Tip of the Month
While you out traveling the state this summer, consider checking out one of the JEM-funded summer events listed below. The list highlights the diversity of the projects awarded funding and how they touch nearly all corners of the state.

May 26 in Spooner, Wisconsin Canoe Heritage Museum festival
June 16, Coon Valley, Trout Fishing Festival
June 16 & 17, Columbus, Horse & Carriage Festival
June 16-Sept 3, Milwaukee, Worn to Be Wild at the Harley Davidson Museum
June 22-Oct 21, Ansel Adams exhibit at the Paine in Oshkosh
June 24, Natural Hair Care Expo at the Milwaukee Math & Science Academy
June 30-July 1, Cambridge, Civil War Days
July 20-22, Waterford, Balloon Festival
July 20 & 21, Three Lakes, German/Polish/Native American Heritage Fest
July 27-29, Washburn, Board Across the Bay
July 28, Laona, Lumberjack Show at Camp Five Museum
August 17-26, Shakesperience, American Players Theatre
August 17 & 18, Taking the Reins at Alliant Energy Center, Madison
August 18 & 19, Mazomanie, Gandy Dancer & Circus Arts Festival
August 24 & 25, Kenosha Grill Games
August 24 & 25, Black River Falls, Green Expo
August 26 & 27 Hayward/Spooner, 5-Man Open Golf Tournament

We wish all these events great success and attendance this summer!

GRANT APPLICATION DEADLINES
Tourist Information Center – July 1
Joint Effort Marketing – August 1
Meetings Mean Business – August 1
Destination Marketing – September 1
Ready, Set, Go! – September 1



	George Tzougros Executive Director 608.266.0190 artsboard@wisconsin.gov	Top of the page Arts Board The Confluence Project Since last July we have been talking more and more about the confluence of the arts and tourism. Now comes news of "The Confluence Project", a new mixed use project with an arts anchor and great tourism potential taking shape in Eau Claire. Learn more about the exciting developments with this article from Volume One Magazine.

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 1-608-266-7621	If you would like to unsubscribe from our mailings or sign-up to receive the Travel Wisconsin News, please use this link or visit http://industry.travelwisconsin.com.