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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:
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,
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).
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:
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.
Industry Relations & Services Director
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
Technology & Customer Service
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.
Program Manger & Liaision
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!
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!
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.
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