For more information contact:  Andy Larsen, Boelter+Lincoln Marketing Communications, 414/271-0101

FOR IMMEDIATE RELEASE

THE WISCONSIN BRANDING INITIATIVE: FREQUENTLY ASKED QUESTIONS AND ANSWERS

Q. How realistic is it to land on one point of difference for the entire state? How will it help individual communities and businesses? 

By its very nature, branding is the art of sacrifice -- landing on that one compelling, emotional reason that visitors should choose Wisconsin over other vacation options. If we dilute the brand platform, we will always be playing second fiddle to the competition. Our charter as a Department of Tourism is to extend the invitation and compel visitors to choose Wisconsin. To do that, we needed to create a strong brand platform. Once visitors are here, they will discover all the great activities, attractions, lodging options, restaurants and events offered at the local level and communicated through local marketing efforts.

Q. What's wrong with "America's Dairyland"? 

Nothing. In fact, the imagery of cheese making, brewing, the Packers and Badgers, and our incredible natural resources all are huge positives for Wisconsin. The pride and passion of all of those played prominently into our brand work.

Q. How were the branding committee members selected? Who are they? 

Committee members were selected, first and foremost, for their brand expertise. The Department of Tourism purposely cast a wider net to validate the process and the recommendations of the committee. We involved experts representing many walks of the Wisconsin experience -- the Milk Marketing Board, an architecture firm, Native American tourism, Harley-Davidson, an art museum director, among others.

Q. How was Wisconsin's travel and hospitality industry involved in the branding process? 

The members of the tourism industry were asked to share their opinions with us through an online industry survey that was completed as the first step in the process. The Department emailed a survey to 150 recipients in the tourism industry. The survey generated 450 unique responses.

Q. What else was involved in the process? 

The process included multiple steps: Consumer focus groups were conducted in Chicago, Minneapolis and Wausau. Formal meetings were held with key stakeholders within the industry, including Department staff, tourism associations and vendors, along with representatives from other state agencies, to gather their opinions. And the branding committee convened multiple times to examine the findings and set direction. Through it all, individual agendas were set aside and the consumer was given the leading voice in order to make this successful.

Q. Who approved the committee's final recommendation? 

By gathering industry input at the very onset of this undertaking, coupled with new consumer focus group research, we were confident the final recommendation was solid. In the end, Secretary Kelli A. Trumble made the final decision and then presented it to Governor Doyle.

Q. When will we see advertising that incorporates this new brand position? 

Based on the aggressive timeline set by the committee, we will begin weaving in the brand identity as new campaigns are produced. The goal is to execute the brand positioning as quickly as possible.

Q. What states do branding well? 

The one that really jumped out at us was Oregon - "We Love Dreamers." It's true to the people and business of the state and very powerful. Another state that's proven itself a master of branding is New York. The "I Love New York" theme line has been embraced by every segment of their tourism industry and they've built up huge "marketing bank deposits" over the many years they've stuck with this theme. Kentucky's brand statement - "Unbridled Spirit" - is noteworthy in that it works across state agencies, not just tourism, creating a jumping off point for collaboration. Here are a few more that stand out: 

• "Virginia is for Lovers" - They've built equity in this branding. 

• "Wyoming. Forever West" - It's true to who they are, and it's an emotional way of serving up the notion of a rugged, authentic vacation. 

• "Texas. It's Like a Whole Other Country" - The imagery with this is crystal clear and appealing for anyone who wants wide open spaces and a true southern experience that can't be duplicated anywhere else.

Q. Does this mean the current "Life's So Good" theme line will no longer be used? 

Yes, that theme line will no longer be used once a new slogan is developed.

Q. Who will be developing the new slogan? 

The Department of Tourism marketing team will be directing this effort.

Q. When is the next advertising agency RFP? 

A new RFP will be let around the first of January 2009. What is so compelling about this process is that agencies competing for our business will all know our brand platform and can then present creative executions that deliver on the brand.

Q. What has been the reception to this idea of branding the state? 

In our travels to every corner of the state, we've found our industry partners supportive and eager to learn all they can about it.

Q. How does this differ from the Wisconsin branding bill introduced by Representative Wieckert? 

We'd like to think it's an example of great minds thinking alike. Since the Department of Tourism is the only state government agency with marketing as part of its charter, the Governor felt that Tourism should naturally take the lead in defining the brand and then integrate it with other agencies.

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