THE MARKETOUR
A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
1998 Governor's Conference on Tourism
CREATING THE WISCONSIN TOURISM BRAND
The Wisconsin Department of Tourism is pleased to unveil this year's spring/summer advertising campaign. It's designed to make this Sesquicentennial year our best ever.
Our No. 1 objective is to continue to grow tourism and maintain the state's No. 1 ranking in the Midwest. The best way to do that is to reach potential travelers and give them an emotional snapshot of Wisconsin. We'll be targeting families and couples in markets with a proven value to Wisconsin. The advertising will be timed so Wisconsin has a presence in pre-season, start-of-season and in-season. We will also kick off a new integrated marketing campaign promoting spring travel.
And that's not all -- co-op advertising, public relations, the multi-cultural marketing campaign and Wisconsin's Sesquicentennial will all aid in bringing tourists to Wisconsin this spring and summer. Take a look at our tactics:
Develop emotional & brand advertising
This year, two new TV spots were created, each highlighting the relaxing reasons to get away to Wisconsin. We want the idea of relaxation and tranquillity to be synonymous with a Wisconsin vacation. We will also use radio, newspaper and magazine to promote events, attractions and activities, as well as drive requests for travel information.
Target families and couples in markets with a proven value to Wisconsin. To get the most for our money, markets have been prioritized by proven value and return-on-investment potential. Our presence will be highest in the Tier 1 markets followed by Tier 2 and Tier 3. However, Wisconsin will continue to have a presence in other markets through regional magazine and newspaper advertising.
Tier 1 -- Chicago, Milwaukee, Twin Cities, Rockford
Tier 2 -- Madison, Green Bay, Dubuque, Cedar Rapids
Tier 3 -- St. Louis, Indianapolis
Schedule advertising throughout the spring and summer seasons
To capture early planners and counter the competition, advertising will begin in early March. Our focus will switch to spring for two weeks in April, followed by another push for summer. In season, we will promote events, attractions and target last-minute planners.
In April, we will launch an integrated spring marketing program targeting our core markets -- Wisconsin, Northern Illinois and Minneapolis/St. Paul. The Spring Sampler, a new guide, was developed to highlight seasonal activities. The Sampler will be available free to the public and inserted in magazines. Newspaper and radio advertising, as well as a radio promotion, are also part of the spring advertising mix. Public relations efforts include spring radio promotions in Milwaukee, Madison and Green Bay, familiarization tours for media and a publicity campaign to promote the Spring Sampler.
The summer campaign will kick off with a four-week push beginning the week of March 9. The media mix will be a combination of television, radio and newspaper in all markets, with the heaviest concentration in Tier 1 and Tier 2 markets.
In April, the focus will switch to spring for two weeks. The campaign will begin with a Spring Sampler insert in the April Wisconsin DNR magazine and the May/June issue of "Wisconsin Trails." Newspaper and radio ads will run for two weeks. There will also be a special radio and grocery store promotion in Minnesota.
We will use television and newspaper for another push closer to the season. In Tier 1 markets, spot television will air for two weeks starting April 27. This will be followed with a four-week schedule of cable television beginning May 18. Newspaper ads will appear in various travel and news sections.
To promote in-season trips and events, traffic reports will air in three markets. In Chicago, traffic reports will air for 11 weeks starting March 9. In the Twin Cities and Milwaukee, the reports will air for six weeks beginning May 25.
In addition, Wisconsin Tourism will promote, through "Discover Wisconsin," the "Whad' Ya Know" radio show, Higher Ground and Big Top Chatauqua's Sesquicentennial performance.
To complete the Wisconsin package, the Department of Tourism will continue to offer the industry several co-op advertising opportunities. While Wisconsin Tourism's advertising messages increase the awareness of the state, your message can "close the sale." Opportunities are available in newspapers, magazines, including those targeting group planners, and radio.
The Wisconsin Direct Mail Program provides another great opportunity to promote your area or business to travelers who have already expressed interest in a Wisconsin vacation. Each year thousands of travelers call Wisconsin for travel information. These names are available on labels by zip code, month called and publication requested.
For more information about the Department of Tourism marketing programs and media schedules, contact: Christine Rudella, Direct Mail Program, Laughlin/Constable, 414/270-7207; Diane Liebe, Co-Op Advertising Programs, Laughlin/Constable, 414/270-7109; Area Tourism Consultants: Ruth Goetz, Northern Wisconsin Field Consultant, 715/682-4591 / Debbie Skinner, South Central and Southwest Field Consultant, 608/267-0752 / Kit Sorenson, Eastern Wisconsin Field Consultant, 920/722-0507
PR Programs Partner With Industry
The Department of Tourism's public relations program partners with the industry to promote the state's events, attractions, destinations and activities. The program is year-round and extends throughout the United States and around the world as new international programs continue to be developed.
From July 1996 through June 1997, Wisconsin Tourism public relations efforts made nearly 500 million impressions (492,023,681). To purchase this space would have cost $14.7 million. Here's how we do it.
Media Relations/Seasonal Press Kits
Media relations is the foundation of the campaign. Each season information about Wisconsin is distributed to newspaper and magazine travel editors, free-lance writers, syndicated columnists, travel newsletters, television and radio stations, and Internet travel sites. Plus, the media-only hot line is actively used by writers and editors who call with specific requests for information and photography about Wisconsin travel opportunities. To prepare the media materials, surveys are sent to CVBs, chambers of commerce and other organizations each season.
Monthly Calendar of Events Updates
To supplement the seasonal events publication, monthly updates are sent to media and other groups -- ensuring that events that may have missed the deadline for inclusion in publications will still be promoted.
Weekly Reports
Statewide reports about winter snow trail conditions and fall color status are distributed to media and available to the public on a weekly basis. Fall reports were sent to 51 media outlets weekly and currently 38 media outlets have requested the weekly snow conditions report.
Weekend Events Radio Reports
More than 70 radio stations broadcast weekend events radio reports on Wisconsin Radio Network as well as other Wisconsin stations.
Media Interviews. In addition to weekly interviews, Tourism staff members conduct TV and radio interviews to promote seasonal opportunities.
Radio Promotions
To acquaint travelers with the state's attractions, lodgings, restaurants and more, radio promotions award travel prizes to winners. For example, 1.6 million sports fans heard about Wisconsin's "Cheese League" towns and other sports destinations during the "You're Among Fans" radio promotion conducted the week prior to the Super Bowl.
Photo Library
Wisconsin photography is on file and easily accessible to media promoting Wisconsin travel. Photography requests are made to the industry with each seasonal survey.
Familiarization Tours
Tours are set up for media requiring a closer look at the state. The half-hour TV show "Young America Outdoors," which airs in 72 markets, has visited the state four times. As a result, Wisconsin has been featured on nine programs -- and each program is repeated at least once during the season.
Deskside Visits
For those media who can't come to Wisconsin, we go to them to try to convince them to cover the state as a travel destination. Last year's visit to "The Group Travel Leader" has resulted in several placements about Wisconsin.
Publications
The Wisconsin Fall Sampler and the new Spring Sampler have been developed to focus on "emerging" and developing seasons.
Additional programs include:
Tourism Web Site
Wisconsin travel information is updated seasonally on Wisconsin's Internet site (http://tourism.state.wi.us).
School Program
For use during Tourism Week, fourth-grade teachers will receive a classroom packet with a special Sesquicentennial focus. Wisconsin field trip listings are distributed at the annual Teachers' Convention in October.
The Marketour
This bimonthly marketing guide is designed to help you with marketing tips and provide you with information about Department of Tourism programs.
New Vacation Guide to Debut This Summer
This summer the Department of Tourism will introduce a new vacation travel guide that will profile the state and its many attractions. The new guide will be available in June. The public can obtain the free guide by calling 1-800-432-TRIP, ordering through the travel talk section on the Department's Web site (http://tourism.state.wi.us) and stopping at Wisconsin Travel Information Centers.
Wisconsin Bolsters Multi-Cultural Outreach
Again this year, the Wisconsin Department of Tourism will extend an invitation to African Americans and Hispanics to travel in Wisconsin. A new component to the program is a Spanish language travel guide highlighting towns, attractions and recreation appealing to Hispanic travelers. This bilingual publication, along with a program to promote the guide, will be running strong this summer.
The second year of the marketing campaign targeting African American travelers includes advertising buys and public relations efforts in African American media. A presence at African American events in southeast Wisconsin and Chicago will also play a role in tapping this ethnic group. In addition, the Department will conduct an African American conversion research study to measure the effectiveness of the program.
Wisconsin Intensifies International Invitation
The Wisconsin Department of Tourism has developed an international public relations campaign to communicate the message to travel journalists, tour planners and consumers that Wisconsin is an appealing U.S. leisure travel destination, and to generate increased travel to the state. The program specifically targets the Japanese, German and United Kingdom markets. Tactics include general and market-specific press kits and in-market partnering.
A special advertising and public relations campaign targeting Canada, specifically Toronto and Thunder Bay, has also been developed. While past programs haven't left the Canadian market untapped, the new project allows the Department to strategically augment current publicity activities and produce stronger results. PR strategies include increased media relations and specialty consumer and trade press materials. Advertising tactics consist of newspaper and magazine ads. Presence at a Canadian travel show targeted at the group and travel agent market rounds out the Canadian initiative.
Web Site Use Increased Significantly
The Wisconsin Department of Tourism Web site (http://tourism.state.wi.us) is quickly approaching an impressive 20,000 monthly visitors (up from 7,400 last year). Of the 62 million on-line users, the traveling public has embraced the World Wide Web second only to computer and software purchasers.
Recent site use has shown a trend -- many travelers use it to plan short getaways, typically two months or less in advance of departure. The site, which will be upgraded in 1998 to compete with advancing technology, also provides a great way for nonprofit tourism industry members to link to it. To date, 139 sites (up from 60 last year) have linked to Wisconsin's umbrella site.
For more information about linking to Wisconsin's Web site, contact Dennis Simonson at the Wisconsin Department of Tourism, by E-mail dsimonson@tourism.state.wi.us or 608/266-9974.
