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November 2012  

Stephanie Klett   
Department Secretary   

Arts Board  | Council Perspectives | Conference & Education | Customer Service & Technology |
Grant News  | Industry Services  | Marketing and Tourism News   | Travel Green Wisconsin
Wisconsin in the News

Secretary Message

Hello Friends,

It was great to see many of you last week at the Fall Tourism Conference in Sheboygan. Kudos to our friends at WACVB for organizing such an exceptional event. It's always an honor to speak at this conference and have the chance to recognize the Trailblazer Award recipients. These recipients represent some of the best talent in our industry. We have a number of recent honorees noted in the Industry Services section of this month's newsletter.

While we're on the topic of awards, I'd like to congratulate Tourism Council Chair Lola Roeh who was honored as Innkeeper of the Year at last month's Wisconsin Hotel & Lodging Association conference. I have the great pleasure of working closely with Lola, and can say this award was well deserved. She is a dedicated activist for the entire tourism industry!

Ad Shoot And the awards keep rolling in. The "Great Lakes Mitten Campaign" just received its fourth public relations prize, a Platinum Award from MarComm, an international creative competition that recognizes outstanding marketing and communications achievements.

In fact, we are just about ready to launch the next evolution of last year's successful Mitten charity drive. We're calling it "The Big Bundle Up" and it launches Dec. 3. More information from our PR team is available in the Wisconsin in the News section. I'm thrilled that we have over 70 locations signed on to collect warm items and the Governor will help me launch the campaign in a video.

In addition to "The Big Bundle Up," we have two extremely important initiatives on the horizon. First, the Governor's Northern Wisconsin Economic Development Summit is December 13-14 at the Heartwood Conference Center & Retreat in Trego. This is the sixth year of this highly successful event. If you haven't attended this event in the past, I strongly encourage you to check it out. Read Dawn's Conference & Education section for registration details and more information.

Second, our winter campaign is nearly ready to debut. This is the most important work we do -- promoting the state every season. We're bringing back the popular "Snowball" TV spot that was directed by David Zucker last year and introducing some exciting new print, digital and out-of-home creative. We'll be sure to share all of the creative in next month's newsletter.

Next week is Thanksgiving and I'd like to send my best wishes for a happy and peaceful holiday to each of you and to your families,


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Lola Roeh   
Governor's Council on Tourism   

Top of the page
Council Perspectives

Dear Tourism Partners,

We know that winter is around the corner, if only because the calendar says so and not because last weekend's 70-degree temperatures had all of our guests still enjoying great Wisconsin fall weather! We also know that many tourism partners are looking forward to the first good snowfall of the season, as deer hunters and snowmobilers make their way north. Hopefully, the winter season will be good for all of Wisconsin.

The October 18th Council Meeting in Eagle River was packed with activity and progress all around. Secretary Klett and Department staff reported on all of the awards, the fall and winter ad campaigns, and other marketing initiatives that are new since the last Council Meeting. Kudos to the entire team for the increased exposure and marketing opportunities they have implemented over the past several months. Public relation's earned media is off the charts for this year, as well.

We also had reporting from all of the Council Committees:
  • The Marketing Committee joined the Department and Laughlin Constable for a branding session to further define FUN and develop branding strategies moving forward. They also reviewed concepts for this year's winter campaign.
  • Both the Meetings & Convention and Sports Travel Committees are focused on major website redesigns that will be launched this spring. Committees are also looking at participation in major national shows.
  • The Welcome Center/Tourist Information Center Committee reported that through a private/public partnership, we will once again have a welcoming Tourism presence at the Menomonie Area Travel Wisconsin Welcome Center to serve the corridor between the Twin Cities and western Wisconsin.
  • The Travel Green Committee presented changes to the program that make it more user-friendly such as online application and lower fees.
  • The Grants Committee presented the Fiscal 2012 Grant Portfolio.
Please remember to mark your calendars for March 17-19 and the 2013 WIGCOT. Our next Council Meeting will be on January 11 with Council election of officers. As always, your input and participation are welcome.

Wishing all of you a Happy Thanksgiving,


Friday, January 11
10:00-2:00 PM
Department of Tourism Offices

Dave Fantle    
Deputy Secretary   
Top of the page
Marketing Update

Department Headed to ITB Berlin Ad Shoot
Sarah Klavas will represent Wisconsin in the GLUSA booth at ITB Berlin this spring. ITB is the world's leading travel trade show for destinations, tour operators, booking systems, carriers, hotels and all other suppliers who seek to reach the international travel market. Organizers anticipate 170,000 attendees, including 11,000 exhibitors, from 180 countries. The show runs March 6-10, 2013.

Southwest Airline Vouchers Available Until May 2013
The Department has a few remaining airline vouchers from our Southwest Airlines partnership. The vouchers are available to destination marketing organizations to be used to bring tour operators, meeting planners and qualified travel writers to the state. Vouchers will expire May 2013 – so apply soon! Download this application or contact Jeri Krohn at 608/261-8203 for more information.

Packers Giveaway Grows Social Community
The Packers Giveaway finished last month with a total of 16,782 entries. A final push via Facebook text ads, social posts and banner placements helped generate a 59% increase in entries from last year's sweepstakes.

Walk with Walker in Stevens Point
The First Lady will take a public walk next week at the Green Circle Trail and Stevens Point Sculpture Park. This will be Mrs. Walker's 17th walk to showcase the state's treasured hiking trails and to promote healthy lifestyles. Interested in hosting a walk in your community? Drop Dawn an email or give her a call.
  LInk to Metrics


Dawn Zanoni   
Special Events and Markets Manager   

Top of the page
Conference & Education

Register for Northern Economic Development SummitSmall Business Summit
Jobs and the economy of the Northwoods are the focus at the sixth annual Governor's Northern Economic Development Summit, December 13-14, at the Heartwood Conference Center and Retreat in Trego. The summit offers workshops, speakers and a forum for the Governor's cabinet to meet with businesses and community leaders and to look at the unique economic challenges and opportunities of the region. Key highlights from the agenda include:
  • Department of Workforce Development will provide an analysis of the current employment and labor situation for Northern Wisconsin.
  • The Wisconsin Economic Development Corporation (WEDC) and Department of Agriculture, Trade and Consumer Protection (DATCP) will show how your company can grow its export business by accessing training, funding and in-country resources.
  • The Department of Tourism will hold a session to work with groups interested in creating a specialized program for customer service training.
Speakers Booked for March Tourism Conference
Small Business Summit We are busy booking a line-up of top-notch, national speakers and presenters for the March 17-19 Governor's Conference on Tourism at the Monona Terrace Convention Center in Madison. As we confirm the list, we'll highlight them in the Travel Wisconsin News.

Kelly McDonald was quickly booked as a general session speaker after Department staff heard her speak at ESTO in August. She is a recognized expert on diversity marketing and business trends and was named #1 on the list of "26 Hot Speakers" by Successful Meetings magazine. She'll discuss the hottest new market segments and how they are shaping our culture. Learn which groups represent the greatest opportunity for your business and how to leverage them with messaging that resonates.


Lisa Marshall   
Communications Director    
Top of the page
Wisconsin in the News

"Big Bundle Up" to Launch December 3
This tourism–led charity drive is the evolution of last year's Great Lakes Mitten Campaign, which was covered by national media, won four national awards and collected over 3,100 cold weather clothing articles for Wisconsinites in need. More than 70 visitor centers and organizations have signed on to be collection points for this year's statewide "Big Bundle Up." This year's drive will run December 3 – January 4. Participants will receive an email in the next few days with downloadable campaign materials to help communities generate media coverage. The Governor and Stephanie will tape a kick-off video next week that we'll use in promotional materials.

And it's not too late to participate! We are happy to still hear from visitor centers, businesses, or organizations who would like to be a drop–off site. Send Danielle an email and she'll get you all the details.

Mitten Campaign Wins More AwardsSmall Business Summit
Speaking of mittens, last year's "Great Lakes Mitten Campaign" won its fourth public relations award. MarComm gave the project a Platinum Award in the category of Media Relations/Publicity/Media Response. In addition, the Department received a Gold Award in the category of Marketing/Promo Campaign/Branding for the "Picture the Fun" campaign and another Gold Award in the Media Kit/Marketing/Promotion category for the "Travel Wisconsin Press Kit." MarComm is an international creative competition that recognizes outstanding achievement by marketing and communications professionals.

Sarah Klavas    
Industry Relations & Services Director   
Top of the page
Industry Services

Reach Travelers at a Consumer Show
The Department will participate in three consumer shows in 2013 to promote Wisconsin's tourism and recreational activities and hand out our latest travel guides. For a nominal fee and some staffing assistance, you can join us at the Wisconsin booth where you can distribute visitor guides and highlight your community. Contact David Spiegelberg for more details at 262/515-2806 and to sign-up for one of these three proven consumer shows: Industry Accolades
Congratulations to the following honorees recognized at the recent WACVB and Wisconsin Hotel & Lodging Association conventions. They set the bar high for Wisconsinís tourism industry.

Wisconsin Innkeeper of the Year - Lola Roeh, The Osthoff Resort
Award recognizes one individual each year for outstanding leadership

WH&LA "Associate of the Year" - Jenny Craig, Standard Textile
Award recognizes one professional who services the Wisconsin lodging industry in an exemplary manner

WACVB TRAILBLAZER AWARDSRead the full press release.
La Crosse Area CVB – ESPN Bassmaster 2012 promotional campaign
Marketing and Communication Budget Over $50,000

Sheboygan Tourism Division – The Dairyland Surf Classic Awareness Campaign
Marketing and Communication Budget Under $30,000

Stevens Point CVB Fox– 'Point the Way' video customer service training series

Outstanding Partnership Award

Let us know if your destination, business or community has received any accolades, recognitions or awards in the last year. Just drop an email to your RTS or to Lisa Marshall.

Wisconsin Hotel & Lodging Association Announces New Board
At the October Wisconsin Lodging Conference and Trade Show, WH&LA announced its newly elected 2013 Officers and Board of Directors. The list is available online.

Abbie Hill    
Grant Coordinator   
Top of the page
Grant News

Tourist Information Center Application Tip
Here's an important reminder for those of you submitting Tourist Information Center (TIC) grant applications. Make sure you include an updated annual visitor count and a list of publications that are currently available at your center. The TIC Committee noticed that during the July round, several applicants submitted the same information that accompanied previous grant application requests. There aren't very many questions on the TIC application form, but it's still important to take the time to answer them accurately and completely.

Also, we must receive your Tourist Information Center grant application on or before January 1, 2013. If you are sending via USPS, please allow extra time for delivery.

Next JEM grant submission deadline is February 1, 2013


Meetings Mean Business – December 1
Tourism Information Center – January 1
Ready, Set, Go! – January 1
Joint Effort Marketing– February 1
Destination Marketing – April 1


Joellyn Merz   
Technology & Customer Service   
Top of the page
Customer Service & Technology

Snow Conditions Report to launch Week of Nov. 26
During the week of November 26, say good bye to the fall leaves on and say hello to our "winter look & feel." The Snow Conditions Report will also launch that week in time to promote the unofficial start of the downhill ski and snowboard season. The Snow Conditions Report will be tweaked with a few of the enhancements from the Fall Color Report.

New Specifications for Travel Item Images
In anticipation of the 2013 launch of the redesigned, we are asking Extranet Partners to upload larger images for their events and travel items. Specifications for images on the new site have changed. Horizontal and larger images, no smaller than 800px by 400px, are preferred. Note that both of these conditions must be met before the images can be uploaded. If you have a smaller image associated with your travel item now, it will not be transferred over to the new site once it launches.

Partners should start now to update current listings by adding photos. The new image size information has been added to the current Extranet and a message will appear if you are uploading an image that is too small. When the site launches, our goal is to have one or more photos for all events and travel items. Website Stats to Note
Click-thru's from to partner sites total 608,429 year-to-date, 228% increase over this time last year. Fall color and the Events Calendar were top content areas in October with the Fall Color Report being the most shared page. See all of web, social and customer service monthly and year-to-date metrics online here.

Shelly Allness   
Program Manger & Liaision   
Top of the page
Travel Green Wisconsin

Travel Green Logo NEW! Revised TGW Application Includes Online Submission
Travel Green Wisconsin continues to make improvements to the program, with the newest being a revised and updated application. It's faster, flows more smoothly, and is available to complete online, keeping with the program's mission to reduce waste and meet membership requests. In addition, you're now able to get more from innovation points and supporting other programs with similar interests, such as UW's Green Masters program and the DNR's Endangered Resources program. The new application is posted online now! And don't forget, application renewals for existing members are now available online as well through our industry site.

In an effort to spread the good word on the many improvements to Travel Green Wisconsin, Shelly is hitting the road in an effort to recruit new members. If you are interested in a free presentation feel free to contact her directly at or 608-261-8767.


Kenosha Area CVB
Kenosha Dinosaur Museum
Kenosha Civil War Museum
Kenosha Art & History Museum
Kenosha Area Transit
Kenosha Area CVB Welcome Center
Con Amici Wine Bar, Baraboo
McConnell Inn, Green Lake


George Tzougros   
Executive Director   
Top of the page
Arts Board

Arts Board Mission Outlined in Strategic Plan
The Wisconsin Arts Board is the state agency which nurtures creativity, cultivates expression, promotes the arts, supports the arts in education, stimulates community and economic development and serves as a resource for people of every culture and heritage. Their three-year strategic vision is laid out to support the following goals:
  • Assist Wisconsin communities to engage the creative industries in sustainable community and economic development.
  • Champion lifelong learning that inspires imagination, creativity, and innovation.
  • Encourage all in Wisconsin to live vibrant expressive lives by affording them opportunities to connect to the rich heritage of Wisconsin and to explore their individual creativity.
  • Insist upon sufficient resources and smart public policy to ensure that these goals, valued by the public, are achieved.
View the full strategic plan online here.


Harnessing the power of tourism to build a better Wisconsin.
See how on:
Wisconsin Department of Tourism
201 W Washington Ave Madison, WI 53703
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