TOURISM TODAY

November/ December 2000

Travelers targeted with winter campaign

This winter, Wisconsin will greet potential travelers with a variety of invitations to "Stay Just a Little Bit Longer."

Through January, consumers in Chicago, Minneapolis/St. Paul, Eastern Iowa, Rockford and Madison will see full-color newspaper ads that highlight a variety of Wisconsin winter activities including downhill skiing, snowmobiling, indoor waterparks and romantic getaways.

The winter campaign will also reach snowmobilers and cross-country skiers through enthusiast magazines. Although specialized, these publications reach a large audience and offer a combined circulation of approximately 800,000.

The Wisconsin Tourism message will air on spot radio ads with an alluring mix of culture and fast winter action to appeal to a broad audience. Traffic report radio allows for quick updates on events, attractions and snow conditions December through February.

Snow condition reports are a key component in the Department's online marketing efforts. Ski and snowmobile trail conditions, trip planning, special events and seasonal attractions will all be just a click away on chicagotribune.com, startribune.com, jsonline.com and cross-countryskier.com. The Department will also continue its e-mail newsletter program, with a seasonal mailing set to reach consumers in early December.

Winter public relations efforts include media kits, media familiarization tours and story pitches, Web site updates, snow condition reports, television interviews and radio promotions.

In addition to promoting Wisconsin's indoor and outdoor winter recreation options, the Department will join forces with the Wisconsin DNR on a snowmobile safety campaign.

Winter direct mail promotion launched

The Department took a proactive approach and invited 35,000 customers to Wisconsin this winter. Customers who had requested the Winter Event and Recreation Guide last winter received a personalized letter from Governor Thompson and this year's 2000/2001 Winter Event and Recreation Guide.

"We wanted to get customers thinking about a Wisconsin winter vacation early, plus give them the guide before they had to ask," Moose Speros, Secretary of the Wisconsin Department of Tourism said.

A reply postcard was also included in the mailing that allowed customers a way to provide feedback. In addition, customers were invited to submit their e-mail address for updates and future e-newsletters.

This direct marketing approach is one of the strategies the Department is using this winter to promote awareness of Wisconsin as an ideal winter vacation destination.

Tourism partners join Department's technology efforts

In mid-November, the Department is hosting Extranet training sessions for more than 100 designated tourism representatives, mostly from Wisconsin's convention and visitor bureaus and chambers of commerce.

The training sessions will educate organizations on how to access the Department's database of Wisconsin tourism attractions, events, activities, lodging, etc., and update information about their destination through a password-protected Web site.

The Extranet training is an important component of the Department's ongoing initiative to create a single-source database application. The initiative, dubbed WDT 2000, will support the Department's strategic one-to-one marketing efforts and provide our customers with extensive information on Wisconsin's tourism product though our call center, Web site and other communication vehicles.

Over the past several months, the Department has been busy building an extensive database of Wisconsin's tourism product. Thanks to several statewide tourism associations and government agencies, the Department now has a comprehensive database of lodging properties, campground facilities, attractions, events and activities.

The Extranet training allows Wisconsin chamber of commerce and convention and visitor bureau personnel, our new Extranet partners, to play a role in ensuring the database is as accurate and complete as possible.

To find out more about the Extranet, please contact Julia Hertel at 608/266-9974 or jhertel@tourism.state.wi.us or the Department consultant for your area.

Briefly

Destination Marketing JEM success continues:

The Department of Tourism was pleased to award $295,114 to 16 applicants in the fourth round of the Destination Marketing Joint Effort Marketing (JEM) grants in September.

The Destination Marketing JEM grant program helps non-profit tourism organizations promote during a shoulder season. Projects must incorporate a regional mark eting strategy that promotes at least three municipalities. Qualified projects may receive up to $40,000 per application with no more than $10,000 allocated to each represented municipality.

Since September 1998, the program has awarded more than $1 million to 61 community projects.

The deadline for the next round of Destination Marketing grants is April 1, 2001. For more information on the JEM program, contact your area consultant or Lyn Pilch at lpilch@tourism.state.wi.us or 608/261-6272.

International Marketing:

The Department is participating in three international sales mission marketing events through the Great Lakes of North America (GLNA) in 2000-2001: Oct 8-13, 2000 - German Sales Mission (includes Dresden, Nuremburg and Munich); Nov 13- 16, 2000 - World Travel Market in London; Mar 25-31, 2001- United Kingdom Sales Mission (includes Manchester and London).

Representatives from all GLNA Midwest states will participate in these events. The objectives of the sales missions are to meet with t he travel trade and present the best features of the region. Educating travel agents and tour operators about the attributes of Wisconsin and the Great Lakes will increase both packaged and individual travel to the region.

All leads and information will be made available to the tourism industry. Contact Dave Scheler at 608/261-8187 or dscheler@tourism.state.wi.us for details.

WTIC Updates:

After another busy season serving Wisconsin visitors, the Wisconsin Travel Information Centers (WTIC) in Marine tte, Prairie du Chien, Genoa City and Grant County will be closed for the winter as of Saturday, November 4. They will re-open on Sunday, April 1 to start the spring and summer season.

The WTIC in Superior will re-open on Friday, November 17 after a month of renovation. Stop in and see the many improvements, including the addition of a handicapped accessible automatic door, a new vending machine shelter, remodeled restrooms and new windows.

Let it snow:

Beginning Dec. 6, travelers will once again be able to receive updates on the ski and snowmobile trail conditions through the weekly snow reports. Reports are available to travelers toll-free at 800/432-TRIP or online at travelwisconsin.com. Snow reports are also distributed to statewide media outlet s for use in weather reports and news stories.

Thanks to the excellent network of industry contacts that report on area snow conditions. If you do not currently participate in the reports and would like your area to be represented, please contact Jennifer Schmitt at 414/271-0101 or jennifer@milw.advbl.com.

Being a part of the snow conditions report can provide additional exposure for your area.

Industry kudos:

The American Bus Association has named two Wisconsin events among the top 100 Events in North America for 2001. Congratulations to the Great Circus Parade and Festa Italiana who have been awarded this prestigious recognition.

Julia Hertel takes new position

Julia Hertel recently became the Department's new Technology Director. In her new position, Hertel oversees the Department's technology efforts, including Internet initiatives.

The Department is taking a new direction in its technology area by outsourcing more of its activities. Hertel has been active in these efforts for the past several months, particularly with the WDT 2000 initiative.

WDT 2000 will be launched in March 2001. It is the Department's single-source database solution to supporting one-to-one marketing efforts and providing customers with extensive information on Wisconsin's tourism product.

Hertel previously served as the Department's Media and Industry Services Bureau Director, overseeing public relations, heritage tourism and consultant services. Hertel can be reached at 608/266-9974 or jhertel@tourism.state.wi.us.

Krista Elias is serving as interim Media and Industry Services Bureau director and can be reached at 608/267-3773 or kelias@tourism.state.wi.us.

WIGCOT 2001:Capturing Our Share of the Market: The Challenge of Globalization

In today's rapidly changing marketplace, it is a challenge to keep up with ever-evolving technology. The introduction of the Internet and its swift acceptance has revolutionized the way we do business.
Consumer decisions - where to travel, how to get there, where to stay and what to do - are now made easier with the use of the Internet. Consumers can make reservations, purchase tickets and chart an itinerary online.
Our world has changed due to the accessibility of new technologies, and how we present our destination must adjust accordingly.
The 2001 Governor's Conference on Tourism (WIGCOT) will focus on capturing our share of the market in this global economy. We don't need to change our product or who we are; we need to present ourselves in a new light.

Tracks

The 2001 WIGCOT will provide you with tangible tools on how to refocus your strategies in new directions. Conference participants can attend sessions in four tracks: Information Technology, Customer Service, Sales & Marketing, and Small Business.

Conference Sponsorship

Enhancements have been made to this year' s conference sponsorship program with increased benefits to each sponsor level. Along with improvements to the existing program is the development of new partner levels for the opening reception. The Host program for the opening reception offers a variety of options for organizations looking to boost their visibility at the conference.

Sponsor a Student

The WIGCOT is an excellent opportunity for industry professionals to gather in an environment that provides an abundance of networking and education.

The conference also affords us the opportunity to involve and excite students interested in a hospitality career.

The Tourism Career Initiative Award (TCIA) program, now in its sixth year, is a vital component of encouraging students to participate in the conference. Industry sponsorships are often the factor that makes conference attendance possible for a number of college students.

Industry involvement continues to gain momentum and mentors have supported and advised many students through the years. It is important that we continue to grow this program and increase the number of industry mentors to allow for additional student participation.

The Department of Tourism and the Governor's Cou ncil on Tourism believe the WIGCOT serves as an outstanding learning ground for students. Students that participate in the conference gain working knowledge of the tourism industry and get a first-hand look at the issues we face.

Information

For information on the 2001 Governor's Conference on Tourism, the conference sponsor program, and the TCIA program please contact Dawn Aspenson, Conference Manager at 608/266-3978 or daspenson@tourism.state.wi.us.

Up-to-date information is also available at the conference Web site, www.wigcot.org.

Governor's Council on Tourism Member Highlight-Greg Swanberg

A native of Chicago, Greg Swanberg recalls spending his childhood summers fishing and swimming at his family's summer home in Northern Wisconsin.

After completing his undergraduate studies at the University of Illinois, Greg considered pursuing a career as a dentist. However, after part-time jobs in various restaurants throughout college, Greg realized his true calling. He continued his restaurant career in m anagement positions in the Milwaukee area.

In 1991, Greg purchased the Bavarian Inn in Manitowish Waters, a gourmet German restaurant.

Greg quickly became involved in the area's tourism organizations. He serves on the boards of the Manitowish Waters Chamber of Commerce, the Northwoods Chapter of the Restaurant Association, and the State Restaurant Association. Greg was appointed to the Governor's Council in July, 1999.

"I'm the Northwoods guy," Swanberg said. "Serving on the Council has allowed me to see the diversity of our product. Living in the Northwoods, you sometimes forget about urban areas such as Milwaukee."

Greg has seen tourism become more complex in the last 10 years, as visitors shorten their vacations to weekend getaways and the industry members work to market their areas as year-round destinations.

Recently, Manitowish Waters and surrounding communities completed an assessment with the Department. The communities plan to combine forces, form one new chamber of commerce, and work toward a JEM grant.

"The assessment opened my eyes to new possibilities," Swanberg said. "I realized what can happen if communities work together to promote their area."

Today, Greg, his wife and two children enjoy serving visitors from all over the world at Swanberg's Bavarian Inn. Greg's term on the Council ends in 2002.

Co-op research

The Department of Tourism's Co-op Research Program can help you determine where your visitors come from, what activities they prefer, or if your advertising is effective.

The Co-op Research Program partners the Department and the tourism industry to collect visitor statistics, trip characteristics, traveler satisfaction and target market segments. This data can be used to guide marketing decisions and provide valuable insight into customers.

Departmental assistance with survey development, logistics, field personnel training, data entry, statistical analysis, and final report compilation is balanced with the industry's responsibility to print survey forms and provide field personnel.

The Co-op Research Program worked with six projects in its first year - the American Birkebeiner, the La Crosse Fairgrounds Speedway, Port Washington, Country Jam USA in Eau Claire, 110 miles of bike trails in western Wisconsin, and the P rairie Dog Blues Festival in Prairie du Chien.

For more information on the Co-op Research Program, contact Sue Hamilton at 608/266-6792 or e-mail shamilton@tourism.state.wi.us

Information delivery via e-mail: quick, accurate, effective

The Department's e-mail marketing project continues to present impressive results.

The fall e-newsletter, sent to 33,000 customers, resulted in 8,500 click-throughs to the promoted Web site links. The 26 percent response rate ranks well above the industry averages wh ich according to Forrester Research range from 10 to 20 percent. Note that there can be multiple click-throughs per customer. The summer e-newsletter prompted a 22 percent click-through rate.

Positive response to receiving Wisconsin travel information via e-mail has also grown steadily. The Department's list of e-mail contacts has doubled, from 16,000 in spring to 33,000 this fall. When given the option, 99 percent of recipients request to continue receiving the newsletter.

The Department's e-mail newsletter mailings currently focus on promoting regional tourism destinations and seasonal product packages, and driving customers to special features on travelwisconsin.com.

The e-mail marketing program aims to deliver customized communications based on customer interests and use e-mail as a one-to-one marketing tool in conjunction with the overall database marketing program.