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May 2013  

Stephanie Klett   
Department Secretary   

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

 Secretary Message

Hello Friends,

This year's WIGCOT was a great success! We were thrilled with the fantastic turnout, tremendous speakers and positive media coverage. We hoped you enjoyed it and left with plenty of useful information. We appreciate those of you who took the time to answer our survey about your conference experience as it helps us plan for next year.

Congratulations to everyone on a fantastic National Travel & Tourism Week! From a whirlwind trip (aboard Bucky One) with Governor Walker where we announced a 5% growth in tourism, to literally having a ball at the Travel Wisconsin Welcome Center in Beloit, we couldn't have asked for better media coverage. Thank you to all of our tourism partners across the state for your help in spreading the word about the Power of Tourism. A sample of the media coverage is now posted in our Media Room.

The Governor's Council on Tourism met in Eau Claire last week where we had a terrific tour of the Eau Claire area thanks to our friends at Visit Eau Claire. We even learned how to play the traditional Scandinavian lawn game Kubb because Eau Claire is the official Kubb Capital of North America! Council Chair Paul Upchurch has more information about the meeting in this month's Council Perspectives.

Deputy Dave and I are in Los Angeles this week for a number of meetings including a visit with the assistant travel editor at the Los Angeles Times and another meeting with our Hollywood friends, Jerry and David Zucker and producer Jim Abrahams to discuss next year's TV ad. To top it off, our friends at Laughlin-Constable are joining us in L.A. to accept the prestigious OBIE Award for last year's out-of-home creative "Legs." The OBIE's are the oldest and one of the most sought after honors for creative excellence in the world of advertising.

We have been on a roll with awards. This week, the Department of Tourism and Laughlin-Constable accepted 7 Paragon awards from the Southeastern Chapter of PRSA including the "Best of Show" award for the Big Bundle Up. I'm proud to report that we have received a total of 28 awards since 2011!

As we head into Memorial Day weekend and the kick-off to summer, I want to share an op-ed that we distributed to the state's newspapers. It's about the personal benefits of travel, from better health and stronger relationships to improved productivity and educational experiences. It's a good reminder to us and our travelers that the best decision people can make this summer is taking time off for a vacation.

Happy Memorial Day!  

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Paul Upchurch   
Governor's Council on Tourism   

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Council Perspectives

Dear Industry Partners,

It is my pleasure to report on the Governor's Council on Tourism quarterly meeting last week, which took place at the Davies Center on the UW-Eau Claire campus.

On behalf of the Council, I would like to extend our thanks and appreciation to Linda John and her staff at Visit Eau Claire for hosting the Council in her city. She and her staff provided a thoughtful familiarization tour that included key highlights and new developments that should bring great economic impact and tourism to the area. The Council even had a fun, hands-on opportunity to learn the Swedish lawn game Kubb as Eau Claire is the "Kubb Capitol of North America" and the exclusive host of the US National Kubb Championships.

During the meeting, the Department of Tourism staff provided reports on National Tourism Week, the summer advertising campaign, international marketing efforts, the Governor's Fishing Opener, WIGCOT and legislative outreach in Washington, DC. Committee chairs provided reports for Travel Green Wisconsin, Marketing, Sports, Meetings & Conventions, and JEM.

Council members provided insight on how tourism is faring in their respective corners of the state. The late spring is having an impact on certain areas especially the Northwoods. However, all Council Members reported great optimism and strong bookings for the summer season now that we are nearing Memorial Day weekend. Several big events and anniversaries around the state are expected to draw travelers as well as national and international attention this year.

Finally, I would like to recognize outgoing Council Members Dave Olsen and Linda John for their long-standing service to the Governor's Council on Tourism. Serving on the Tourism Council can be a major time commitment and we thank both Dave and Linda for sharing their expertise, talents and time in leading the state's tourism industry.

Here's to a great summer. We look forward to hearing all about it when the Council gets together for our next meeting in Madison, which is tentatively scheduled for October 17.

I look forward to the year ahead!


Dave Fantle    
Deputy Secretary   
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Marketing Update

See the Entire Summer Ad Campaign
The full summer campaign launched this week with television and radio spots running in Chicago, Twin Cities, Wisconsin and eastern Iowa. The campaign includes the new spot "The Lake" along with two other spots titled "Birth of a Smile." Print and out of home advertising sets the scene for outdoor fun with striking images of bathing suit-clad vacationers with hair made of water. Print will run in Chicago, Minneapolis, and Milwaukee. Bus shelters with the same images will make a splash in Chicago and Minneapolis. And if you haven't seen our culinary spot, it's also now available online. (Warning: it will make your hungry!) Check it out the full campaign creative online.

Thank You Conway Theaters!
Conway Theaters in Woodruff and Eagle River have offered to show our summer TV spot "The Lake" on their screens at no cost. We appreciate their generosity and we're sure movie goers will love the spot shot in nearby Sayner on Plum Lake. They are also helping us host a special screening of the new ad, the mockumentary and Jim Abrahams movie "Hot Shots – Part Deux" next month in Eagle River. Proceeds from tickets sales to the screening will benefit Wisconsin charities. And a special thanks to our good friends at Marcus for continuing our partnership and screening our new summer ad in theaters across the upper Midwest!

International Pow Wow, June 8-12 in Las Vegas
Sarah and Dave will be attending U.S. Travel Association's International Pow-wow, the travel industry's premier international marketplace and the largest generator of travel to the U.S. IPW consists of three days of intensive pre-scheduled business appointments, with close to 1,200 international and domestic buyers from more than 70 countries in attendance. Sarah will help staff the GLUSA booth with our Midwest neighboring states while Dave will be in the Wisconsin booth along with Harley-Davidson Museum, Visit Milwaukee, Real Racine, Green Bay and Oneida Nation, Circle WI, and North Central Hotel Group. Make note on your calendars, Pow-wow will be in Chicago June 2014.

Staff Professional Development
Team Tourism is attending some of the top professional development opportunities for the tourism industry in the next few months to stay on top of the latest in travel trends, research and marketing. Sarah and David Spiegelberg are attending the Travel Tourism Research Association annual conference in Kansas City next month. Stephanie, Dawn and Joellyn will attend ESTO in August while Dave, Dawn, Danielle and Shane are attending DMAI in Orlando in July.

  LInk to Metrics

Lisa Marshall   
Communications Director    
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Wisconsin in the News

Thanks to All for Great Tourism Week Coverage
We'd like to thank all of our tourism partners for helping us keep the research under wraps until the Governor could make the announcement. We couldn't be more pleased with the positive tone and widespread coverage of the new research and all of your events. A sampling of the positive coverage generated by this year's National Tourism Week is available in our Media Room.

Paragon and Communicator Awards
The Department was the recipient of seven PRSA Paragon Awards including the "Best of Show" award for the Big Bundle Up. The awards were received for the following projects:
  • Media Relations - Wisconsin Department of Tourism2012 Media Relations
  • Social Media Campaign Ongoing - Travel Wisconsin Social Media Strategy
  • Community Relations - Travel WI Helps Keep Wisconsinites Warm with 'The Big Bundle Up'
  • Integrated Communications – Travel Wisconsin Pairs Up with the Zucker Bros. to Film State Tourism Ads
  • Media Relations Press Kit - Travel Wisconsin's 2012 Press Kit
  • Social Media Tactic - Packers Dream Draft Sweepstakes
  • Brochure - Wisconsin State Highway Map
The Department was also awarded four Communicator Awards for the Fall Color Report. Judged by the International Academy of Visual Arts, the awards honor excellence in marketing and communications. Over 6,000 entries from companies and agencies of all sizes were evaluated, making it one of the largest awards of its kind in the world.

Wisconsin Receives National Ink
We are pleased to share a couple of national media placements. Wisconsin's Cheese Trail received a two-page spread in the June issue of Every Day with Rachael Ray magazine. The placement showcased a number of stops from Carr Valley to Dane County Farmer's Market to Baumgartner's Cheese Store & Tavern, sites that participated in our 2011 culinary tour. The article also included a Stovetop Mac 'n' Cheese recipe from Madison's famous L'Etoile. A New York Times article on rustic and unique lodging featured the Glass House at Candlewood Cabins (Richland Center) in a round-up developed by SATW freelancer Elaine Glusac.

Press Tour Season is Here
As summer rolls in so do the journalists. We have three group press tours scheduled between now and October: Madison-Middleton-Spring Green, Wisconsin Dells, and Great River Road. On the international side, the Brand USA mega-fam took place this month and several other small tours for international tour operators are scheduled along the Great Lakes coasts. We are also working with the good folks in Waupaca on a fishing tour for a Tampa Tribune writer.

Sarah Klavas    
Industry Relations & Services Director   
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Industry Services

NATOW Tourism Conference, June 10-12
Registration is now available for the 2013 NATOW Conference at the Legendary Waters Resort in Bayfield. The theme is "Sustainable Tourism: Naturally Attractive," reflecting NATOW's commitment to sustainable tourism. Tourism staff in attendance includes Regional Tourism Specialists Drew Nussbaum and Sarah Pischer.

News from the Invasive Species Council
June is Invasive Species Month and a great time to learn how you can help control and stop the spread of invasive species. Join the DNR and peers around the state for an "Ask the experts" chat on getting rid of invasive species in your area. Two upcoming chats are:
  • June 4: Getting rid of invasives on land (garlic mustard, buckthorn, etc.)
  • June 6: Getting rid of aquatic invasives (zebra mussels, waterfleas, etc.)
Customer Service Training
Our Customer Service Training has really taken off, creating more smiles and positive experiences for travelers all around the state. Join in on this positive movement by talking with your RTS to schedule a training session to fit your time needs (one hour, half day, full day, etc.) or to receive a DIY training. Let's keep delivering the fun!
International Snowmobiling Congress Coming to Green Bay
Wisconsin is proud to host the 45th annual International Snowmobile Congress. This prestigious 3-day event will host dedicated snowmobilers from across the US, Canada, Sweden, and Russia. Stephanie is the keynote speaker for the event, held June 6-8 in Green Bay, at the Radisson Hotel & Conference Center. The AWSC invites snowmobilers from around the world to meet in Green Bay to exchange ideas with other snowmobile enthusiasts from around the world.
Congratulations to the 2012 TREADY Awards Winners
The Wisconsin ATV Association & National Motorsports Services has announced the winners for the 2012 Trail Riders Experience AwarD of the Year (TREADY)! The TREADY awards are a way to honor the men and women, businesses and government officials that make our program the best ATV program in the nation. Anyone can vote in the five categories of Dealership, Resort/Campground/Hotel, Restaurant, Trail System and Special Event and the awards are given based on popular vote during the 2012 year.
Congrats to the 2012 TREADY Award winners!
  • Dealership - Team Winnebagoland in Oshkosh,WI
  • Lodging / Resort - Mountain Springs Motel in Mountain, WI
  • Restaurant - Mountain Top Restaurant and Bar in Mountain, WI
  • Trail System Nominations - Dusty Trails in Oconto County
  • Special Event Nominations - Chix 4 a Cause in Mountain, WI
Industry Accolades
  • Paragon Hotel Corporation has named Brookfield Suites Hotel the recipient of its Service
  • Taliesin was recently selected by the Travel Channel for the 50 States, 50 Landmarks feature


Dawn Zanoni   
Special Events and Markets Manager   

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Conference & Education

New Meeting & Sports Co-op Opportunity
Get maximum exposure in front of meeting planners and sports event organizers by taking advantage of a new co-op guide through Collinson Media. This stand-alone resource will combine content for both meetings and sports and will run one time each in Connect, Collaborate and Rejuvenate magazines in 2013 and 2014. The magazine will have a long shelf life as it will also be inserted in meeting planner registration bags at Connect, Rejuvenate and Collaborate conferences through 2015. For more information, contact sales rep Jim Hampton at 678-987-9907.

Keep Walking with Walker
The First Lady is taking to the woods in Northeastern Wisconsin May 21-22, with walks in Tomahawk and Antigo. In June, First Lady Walker will head north again on June 10-12 to Bayfield County, Madeline Island and Hayward. If you're in the area, please feel free to join the walk and spread the word!

Joellyn Merz   
Technology & Customer Service   

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Customer Service & Technology

Vacation Day Enforcement on
To support the Year of Wellbeing initiative we've added the Vacation Day Enforcement page to With ideas on everything from art classes to spas and biking to farmer's markets visitors can map out their own road to wellbeing. Coming up, we'll post some fun challenges that will encourage people to make plans to use those vacation days having fun in Wisconsin.

Abbie Hill    
Grant Coordinator   
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Grant News

Please consider attending and supporting one of these great summer JEM events:
  • Now - Oct 13 – Paine Chihuly exhibit in Oshkosh
  • Now - Aug 17 – Wilson Center's Guitar Competition on you tube & in Brookfield
  • May 25 - Sept 2 – Neville video game exhibit in Green Bay
  • May 25 - 26 – Northwoods Blues Festival at Heartwood in Trego
  • June 5 – 15 – Beloit's got art!
  • June 9 – Sept 2 – Les Paul exhibit at the Waukesha County Museum
  • June 10 – 13 – Red Cliff's Gizhay Gaming and Arts Market
  • June 14 – 15 – IndyFest at the Milwaukee Mile
  • June 15 – Great River Road Festival at Stonefield in Cassville
  • June 15 – 16 – Columbus Horse & Carriage Festival
  • June 20 – 23 – Bassmaster Tournament in La Crosse
  • June 20 – 22 – Monroe Art Center's Music Festival
  • June 27 – 29 – WI Trapper's Assoc Fur Show in Marshfield
  • June 28 – 30 – Plymouth's Mural & Arts Festival
  • June 29 – 30 – Heritage Festival in Three Lakes
  • July 6 – Yellow River Folk Music Festival in Danbury
  • July 11 – 18 – Restaurant Week in Green Bay
  • July 13 – Bass Fishing Tourney & Waterski Show in Florence
  • July 16 – 21 – Grand Opening of WI Trapshooting Asso's new complex in Nekoosa
  • July 19 – 20 – Waterford Balloon Festival
  • July 20 – Phelps Folk Music Festival
  • Aug 8 – 11 – US Open Chainsaw Sculpture Championships in Eau Claire
  • Aug 23 – 24 – Grill Games in Kenosha
  • Aug 24 – Green Expo in Black River Falls
Upcoming 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

Jason Zarling   
Program Manager    
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Travel Green Wisconsin

Marketing TGW to Consumers
A Travel Green Wisconsin paid media buy launched earlier this month and will run through July 31. The buy includes display banners and paid search. The media placement was based on the success of last year's digital campaign. The 2012 TGW banner media resulted in 5.3 million impressions and over 8,800 clicks to the TGW on Paid Search media delivered over 9,200 clicks to the Travel Green page and 225,000 impressions last year.

Welcome New Travel Green Wisconsin Certified Businesses
  • Summer Stage of Delafield
  • Northeastern Wisconsin Zoo
  • Pleasant Street Bed and Breakfast
  • The Big Bear Hideaway
Travel Green Logo

George Tzougros  
Executive Director   
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Arts Board

Get Maximum Exposure for Community Arts and Cultural Events
To get maximum exposure for your art and performance events and activities, we encourage Extranet Partners to enter these on as well as, a nonprofit web site created by the partners of the Cultural Coalition of Wisconsin to support the state's culture, arts, humanities and history. Doing this will ensure that travelers and art enthusiasts can find information on your event or activity and it increases your exposure!


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