TRAVEL WISCONSIN NEWS
March 21, 2005
In this issue:
Travel Wisconsin News Features
Tourism's "Wisconsin - Life's So Good" kicks off with a proposed budget boost
Wisconsin Governor Jim Doyle and Department of Tourism officials paired news of a proposed $3.8 million biennial budget increase with the introduction of the state's new slogan in early February.
Along with the spice of the new marketing theme, more than half of the additional funds are to be used for advertising, Governor Doyle said.
"Tourism is the third-largest economic sector in Wisconsin," Doyle said at a well-attended conference in Madison. "Increasing our marketing investment in this industry will pay significant economic dividends for the state."
About $8.8 million of the Wisconsin Tourism Department's annual $12.8 million budget is currently spent on marketing. Those activities include co-op advertising, public relations, online marketing, web site development, Joint Effort Marketing (JEM) Grants, sports show exhibits, a toll-free number for travel information, travel publication development and maintaining Travel Information Centers at key locations across the state.
"Wisconsin - Life's So Good" replaces "Stay Just A Little Bit Longer," which was introduced in March 2000. Slated to run in Chicago and the Minneapolis-St. Paul area as well as in Wisconsin, the campaign includes television, radio, print and online advertising. The campaign, which was fully introduced at the Wisconsin Governor's Conference On Tourism March 6-8 in Madison, was developed by the tourism department's agency Boelter + Lincoln Marketing Communications of Milwaukee and Madison.
"I'm extremely excited about both the proposed budget increase and the new marketing campaign," said Tourism Secretary Jim Holperin.
The "Wisconsin -- Life's So Good" campaign was developed using extensive research and industry input to showcase the uniqueness and diversity of the state's tourism offerings. The department's partner agencies and members of the tourism industry are invite to integrate the slogan into their advertising as well.
The new television ads, along with research summaries, can be viewed online at http://agency.travelwisconsin.com.
It's your turn: Life's So Good Awareness Marketing program
The Wisconsin Department of Tourism is inviting its industry partners to get involved in launching the state’s tourism slogan in a big way. A $30,000 marketing partnership fund has been created to support the best ideas that will help get the word out on just how good life is in Wisconsin when you’re traveling, playing, hunting, fishing, relaxing, camping, sightseeing or visiting family. Participants can receive up to $1,000 to implement their idea.
Think outside the box – go Gonzo – make some noise with ideas on how your agency or destination marketing organization can raise public awareness about all Wisconsin has to offer and how it’s embodied in our new slogan, “Wisconsin—Life’s So Good.”
Proposed projects should be launched during Tourism Week, May 7-14, if possible, but can continue after that date. We’re looking for creative, original and interesting ideas that will capture the attention of your local media and residents. The funds can be used for a variety of promotional purposes, but proposed plans must include the approved Department of Tourism logo, and cannot be used for operational expenses, annual publications or directories, telemarketing, advertising or public relations agency fees or as matching dollars for a Joint Effort Marketing (JEM) project.
Submit your group’s idea or plan by April 1. Applications will be reviewed and awarded by April 8. We have posted a full copy of the contest guidelines and application forms in our Online Toolbox. This area of our site also contains download-able "Life's So Good" logos that you can use in your own marketing materials. For instance, you can grab our new logo for use on your website in place of that old "Stay Just a Little Bit Longer" logo.
When good rides get better
Major theme park developments top list of what's new for 2005
It should come as no surprise that this year's top three picks for "new news" in Wisconsin Dells have to do with water parks. The friendly competition among the resort owners in this Water Park Capital of the World has produced some fierce new entries for 2005. As owners are fond of saying, if it isn't the biggest, longest, fastest or wettest, we're not interested in building it, said Steve Shattuck of the Wisconsin Dells Visitor and Convention Bureau.
Rather than waiting for the snow to melt before releasing the information,
the local visitor bureau decided to break with tradition and give visitors an
early sneak preview.
Mt. Olympus "Mega Park"
Three Dells attractions have joined forces to form the new Mt. Olympus
Water & Theme Park. Formed by an $80 million mega-merger of three existing properties, this 90-acre theme park will offer indoor and outdoor water activities as well as dry amusement attractions in one
location, all for one ticket price of $32.
Headlining the construction is "Triton," a five-story waterslide complex, including one section with six side-by-side speed slides in which riders race against each other. On dry land is the new "Hades," an extreme wooden roller coaster featuring the world's longest underground roller coaster tunnel.
Black Anaconda strikes Noah's Ark
The granddaddy of all waterparks, Noah's Ark, raises the bar again this year
with construction of "Black Anaconda," a quarter-mile long watercoaster.
The first of its kind to be constructed, the ride uses a cutting-edge system
of conveyors to propel guests over six separate hills, reaching speeds of 30
miles per hour.
Howlin' Tornado takes Great Wolf Lodge by storm
You're not in Kansas anymore. At the Great Wolf Lodge, riders will get a
thrill by whirling across a 65-foot tunnel, dropping 30 feet every second down a
dark passage into the plunge pool below. The extreme tube ride, which
features a 53-foot vertical drop, won the "Best New Waterpark Product"
award at the recent International Association of Amusement Parks annual
convention.
Here are a few more items the visitor bureau expects will be garnering a lot of attention in 2005, from an unusually luxurious waterpark amenity to a waterpark/campground combo.
* A More Civilized Wild West
The Wilderness Hotel & Golf Resort debuts its first full summer with 20
luxurious poolside cabanas. Complete with cable TV, stereo sound system,
ceiling fans, misters and personal servers, these cabanas put a whole new
spin on the waterpark experience.
* First Campground with a Waterpark
You know you're in the Waterpark Capital when even a campground has
waterpark activities. This year, Yogi Bear's Jellystone Water Park Camp
Resort becomes the first and only campground in Wisconsin Dells with an
outdoor waterpark on-site. Two interactive towers with jets, slides and
blasters will be a step-up from the usual dip in the lake.
* The Hottest Spot North of Havana
Copa Cabana Resort Hotel & Suites debuts the Lost Harbor Indoor
Waterpark. It is a 10,000 square-foot pirate-themed water play area
designed for families with younger children. This addition complements the
existing deep water pool and slide area that appeals to more advanced
swimmers. The centerpiece of the pool is a pirate ship play structure that
includes waterslides, waterfalls, geysers and other water spray features.
The top three picks from the past year deserve a mention, as they continue to attract visitors from around the country.
* Surf Indoors with the Flowrider
Nicknamed "Surfin' Safari," the Kalahari Indoor Waterpark's Flowrider
attraction is the world's only indoor surfing machine. Some 30,000 gallons
of water are shot up at a speed of 30 miles per hour, creating the perfect
five-foot swell for boogie boarding and surfing.
* Harry Potter meets Lord of the Rings at Wizard Quest
Think full-scale fantasy video game with this attraction that won rave
reviews in visitor surveys. In a race against time, players move through a
13,000 square foot "quadrasphere" labyrinth to rescue four different
wizards, fighting evil sorcerers, trolls, goblins and dragons along the way.
* Screams from the Avalanche
With banks as steep as 70 degrees and a total of 12 drops, with the highest
being 10 stories, the Avalanche Roller Coaster at Timber Falls Adventure
Park is a screamer. This wood/steel hybrid is a hit with coaster enthusiasts who
like the old-fashioned sound and feel that only wood tracks can produce.
Wisconsin in the Spotlight
Let’s face it—those Top Lists compilers just can’t get enough of Wisconsin! In January, Eagle River took second place on America's Best and Top Ten list for 2005 Best Places to Snowmobile.
Since 1996, America's Best and Top Ten website has selected the best
America has to offer. This site contains America's top national parks,
beaches, vacation spots, country inns, cycling tours, breweries, hiking trails,
and more. Each list is composed from previous travel and industry
publication's “best of” lists and a panel of industry experts.
The list included:
1. West Yellowstone, Montana
2. Eagle River, Wisconsin
3. Stanley, Idaho
4. Jackson Hole, Wyoming
5. Newberry, Michigan
6. Northern Maine
7. Mammoth Lakes, CA
8. Seeley Lake, MT
9. Petersville, AK
10. Grand Lake, CO
(For more details go to America's Best online)
Two Wisconsin bed & breakfast inns, Milwaukee’s Brumber Mansion and the White Lace Inn in Sturgeon Bay, also won slots among the 2005 Top 10 Most Romantic Inns in America announced February by America's Best.
Top 10 Most Romantic Inns In America
Abigail Stoneman Inn - Newport, RI
Adair Country Inn - Bethlehem, NH
The Brumder Mansion - Milwaukee, WI
The Captain Lord Mansion - Kennebunkport, ME
Cedar Crest Victorian Inn - Ashville, NC
Columbia Gorge Hotel - Hood River, Ore.
The Harbor House Inn - Elk, CA
Romantic RiverSong - Estes Park, CO
Two Meeting Street Inn - Charleston, SC
White Lace Inn - Sturgeon Bay, WI
(For more details go to America's Best online)
Webmaster Dow Scoggin’s background includes author of books on America's National Parks and former brewery owner/brew master. Currently, he is working on a new book on American Lighthouses – will we be seeing ourselves there, too?
Now that we have the venues, we can add another top Wisconsin business, Candina’s chocolate of Verona, just southwest of Madison. According to the February issue of Consumer Reports, Candinas Chocolatier became one of only three chocolate makers nationwide to receive an excellent rating, behind Martine’s Chocolates and La Maison du Chocolate in the category of “best chocolates from lesser-known makers.”
The ambrosia of choice was Candinas’ 36-piece box of “ultra-smooth dark and milk chocolates with especially good hazelnut, caramel and liqueur-flavored centers.” It sells for $41.
Apparently intended as praise, the magazine continues, “Fine chocolates from Wisconsin may boggle the mind, but consider: chocolatier Markus Candinas, 32, has Swiss parents and trained as a confectioner in their homeland.”
The March 2005 edition of National Geographic Traveler included Madison, Wisconsin among “10 Great Towns That Will Keep You Feeling Young.” The article touted Madison’s small town feel and ironic sensibility despite its big university. Cardinal red swathed UW-Madison cheerleaders pyramiding in front of the Bucky Wagon with the State Capitol as a backdrop competed well with the impromptu curbside salsa dancing and Grand Canyons featured with other locales.
News Briefs
Milwaukee Times salutes Deputy Secretary Genyne Edwards
Tourism Deputy Secretary Genyne Edwards is among the Milwaukee Times’ 2005 Black Excellence Awardees. This is the 20th year the Times has selected local African American leaders, pioneers and trailblazers who are making a positive difference, according to award committee chair Lynda Jackson.
Since her appointment in January 2003, Edwards has initiated several outreach programs to improve communication between the department and industry partners statewide, and has been an advocate for an increased role for cultural and urban tourism in statewide marketing and promotion.
Multicultural outreach includes Spanish language emphasis
The Communications team is working on plan to increase Spanish language outreach. Initial emphasis will be on adding the Department of Tourism’s voice to Spanish radio and television.
If you, a member of your staff, or community associates speak Spanish, we could use your help. We are compiling a list of resources to expand our Spanish language outreach efforts, including any publications you may have in Spanish. To participate, contact Jerry Huffman.
Anderson work picked for Ducks Unlimited print
"Winning wildlife art contests is a matter of picking the right painting for the right event," says Arthur G. Anderson of the town of Onalaska. Anderson recently added to a long list of awards and honors when his oil painting of wood ducks and deer in a autumn-tinged marsh was chosen to be the Wisconsin Ducks Unlimited sponsor print for 2006. He didn't create the 24-by-30-inch artwork specifically for the event, which was judged Jan. 21 in Wisconsin Dells. Rather, Anderson said, he put together what he hoped would be a good painting, then decided it might be a good choice for the contest." The full article is available online.
Wisconsin Innkeepers Association elects 2005 board
The Wisconsin Innkeepers Association (WIA) representing more than 1,100 hotels, motels, resorts, inns, hotel condos and bed & breakfasts across the state, has elected the following new members to its 2005 Board of Directors:
Judy Best, owner of Idle Hours Resort in St. Germaine; Dan Dick, general manager of the Tundra Lodge Resort & Water Park in Green Bay; Doug Henry, vice president of operations for Quiet House Management, Inc., which operates the Best Western Quiet House and Suites in Dodgeville, Mequon and Prairie du Chien; Scott Krause, general manager of the Heidel House Resort in Green Lake; Ann Maletzke, owner of Spur of the Moment Ranch in Mountain; Paige Olson-Lackey, owner of Kinni Creek Lodge & Outfitters in River Falls; Scott Richter, district manager for Edison Liquor/Eagle Vineyards in Brookfield; Allan Walker, president of Tel-Phone Resources in Waunakee; Becky Welke, general manager of The Plaza Hotel & Suites Conference Center in Eau Claire; Lisa Wild, area manager for Raymond Management Company, which operates the Super 8 and Hampton Inn in Wausau; and Tom Ziarnik, general manager of the Howard Johnson Plaza Hotel in Madison.
New members boost artistic and financial strength of Milwaukee Art Museum board
The Milwaukee Art Museum in January announced the appointment of four new members to its Board of Trustees: Marvin L. Fishman, President of the M. L. Fishman Building & Realty Co.; Gail A. Lione, Vice President, General Counsel and Secretary, Harley-Davidson, Inc.; Andrew E. Randall, Executive Vice President and President, U.S. Bank Wisconsin; and William L. Randall, Consultant to Community Organizations and Chairman Emeritus, U.S. Bank National Association.
"The Milwaukee Art Museum is pleased to add four new members to the Board of Trustees," said Milwaukee Art Museum Board President Sheldon Lubar. "Marvin, Gail, Andy and Bill will add great strength to the Museum's fine leadership team and we look forward to their participation and input."
A Milwaukee native, Dr. Marvin L. Fishman is President of the M. L. Fishman Building & Realty Co. Gail A. Lione joined Harley-Davidson, Inc. in 1997 as Vice President, General Counsel and Secretary. As Executive Vice President and President, Andrew E. Randall oversees operations in U.S. Bank's Wisconsin market. William L. Randall, Consultant to Community Organizations and Chairman Emeritus of U.S. Bank National Association, joins the board as the representative of America's Freedom Center.
Media Leads
Day trippin’ Wisconsin Public Television’s arts web site, portalwisconsin.org, is launching a new online column tentatively entitled Day Trip.
The purpose will be to highlight various Wisconsin communities-big and small, in all areas of the state-and give our Web readers one possible scenario for how they could spend a fun, one-day excursion in your town. Naturally, the focus should be on local arts, history, humanities and other cultural offerings (not shopping or dining, unless there is a cultural connection).
While wpt.org is still working out the details of the column's format, they are organizing a list of guest writers' from cultural organizations who want to write a 'Day Trip' for their city or town. Don't worry, you're not committing in stone to anything - you're just letting WPT know you're interested. E-mail portalwisconsin@wpt.org and put 'Day Trip' in the subject line.
A-List Newsletter travel deals National Geographic Traveler, an online monthly e-newsletter that features travel deals from around the world, is seeking deals on hotel packages, hotel rooms, airfare and cruises. Offers must represent a savings of at least 15 percent based on published rates or the cost of each element (in the case of a package offer) separately. To find out about the latest promotion you can take part in, or the deadline for offers, go online, or e-mail Heather Morgan Shott.
Travel Tracker: Fine Tuning comes from focus groups
Investing wisely in media buys is always challenging and to ensure that dollars are being spent appropriately, the Department conducted a series of focus groups in late 1999, two each in Minneapolis, Milwaukee and Chicago, of travelers between the ages of 25-65 with household incomes over $40,000. The purpose of these focus groups were to record the emotional reactions and effectiveness as seen through our customers eyes to direct mail brochures; resource publications; TV, radio and print ads; and the Tourism website. (While the research was done several years ago, the information is still relevant today and serve as a reminder.)
In this issue of the Travel Tracker, highlights from these focus groups as well as relevant quotes from participants (in italics) are provided below for direct mail and resource publications. Future editions of the Tracker will highlight the remaining media.
Direct Mail
- Direct mail sent to mass markets should not appear in standard junk mail size and format.
“I don’t think I’d open it. I get so much junk mail, unless it’s important, I don’t have time to look at things.” - Create small, information-packed booklets rather than “teaser” brochures. The Department’s Samplers which are 5 ½ x 8 ½ as magazine inserts were commended as excellent direct mail pieces because of the engaging cover, high impact photos and intriguing content. “It doesn’t just say, ‘Come to Wisconsin.’ It shows you 70 things you can do, it gives you ideas.”
- Send an occasional invitation card to valued customers – reminding them of the fun they had and show them you remember them as valued customers. Invite them to be on a mailing list if you have special events throughout the year. “Every year I get a postcard from a hotel I’ve stayed in about their casino packages. When I get it, like I did just last week, I take it bowling or whatever and say, ‘Who wants to go? I’m making reservations!’ I’ve taken up to ten couples – we pick a weekend and go. I get somewhat of a discount on that card.”
- Send a thank you note or card after a patron has had time to get back home and reflect on their vacation.
- The cover should have a very strong visual and compelling message to get the customer to open and read. “I’d open something that doesn’t look like junk mail that looks like something important that I have to open up. Not window envelopes saying you’ve won a vacation, or here’s 10% off a vacation.”
- Reply cards should be postage-paid. “I never sent it if I’ve got to pay for postage…Maybe I’m cheap, I don’t know, but it’s just one more thing to do… These days, I pay all my bills by the Internet, so I have less stamps in the house.”
- Because word-of-mouth is almost always mentioned as the single most important and credible source for vacation ideas, lodging properties and other businesses who directly serve the traveler might consider offering free postage-paid color postcards to guests so they can write a note to family and friends describing the fun they’re having on vacation. This offer should be made with a light touch; some participants objected to the idea of being asked to “do their advertising for them."
Resource Publications
- Organize materials in the following order: season, geographic area (if your publication covers a large territory) and relevant activity. “I like that you can look up specific dates. I went right to December, just in case there was something going on this month.”
- “If you’re already in Wisconsin and it’s August 8th, you can turn there and look at your choices and say, ‘Oh, we’re not far from New London.’ It would work well in a hotel room, once you check in, to find out what’s going on.”
- “Within the regional section, it should be grouped by activity. Let’s say I want to go camping there. I don’t want to look through three pages of Madison area activities to find the campgrounds.”
- Ensure that your materials are concise and take the work out of reviewing the publications for your customers.
- “It takes too much time to read all this. I want to look at pictures to see where I want to go. I’ll read the subtitles, but I don’t want to read page after page of all this text.”
- A powerful cover to your publication is vital, especially when the delivery is made in a rack of similar publications. Color photography is critical, even if the rest of the publication is primarily text or black-and-white photos.
There are two themes that appear to hold the greatest immediate attraction. One is a powerful and dramatic mood-building image that demonstrates natural beauty and relaxation. The other is a bold and active portrayal of fun and action, particularly showing something unique, unusual or even quirky as it might relate to your destination.
- Use 12 or 14-point fonts for easy reading, and avoid using overly fancy or too many font types. Large type is particularly important for middle-aged and older target markets.
“For someone who wears bifocals, some of these pages are pretty challenging.” - As in direct mail or any printed materials, make sure you provide your toll-free number; email address and Internet address and highlight them for easy location.
For more information on focus group research or to get a copy of the report, please contact David Scheler at 608/261-8187 or Sue Hamilton at 608-266-6792.
CAN-SPAM 2005: How New E-Mail Guidelines Affect You
The recent Federal Trade Commission (FTC) final rulings on the CAN-SPAM Act (see link below) are taken up with arguments about what type of e-mail is covered by the Act. Though extensive (the document is 81 pages long), they boil down to what you’d guess: common sense. Commercial emails are anything that's primarily promotional or that focus on driving clicks to a promotional web site.
A broad range of e-communications tools is affected. The act can apply to anything from a sales alert sent to everyone on an e-mail list your organization maintains, to a pitch letter sent by one of your field sales reps to a single prospect.
Perhaps the most critical factor in the Act is its definition of compliance. On the surface, the requirements appear basic – simply add your street address and an opt-out link on all email you send, avoid deceptive subject lines, and you're all set, right?
Wrong.
According to marketingsherpa.com, compliance with the “Do Not Email” regulations could be the Act’s biggest compliance headache. Though straightforward – “recipients of commercial electronic mail have a right to decline to receive additional commercial electronic mail from the same source" – the CAN-SPAM statement on this issue is surprisingly encompassing, since the opt out request must be honored for all promotional e-mails your organization – from any list or staffer – might ever send to that email address again.
Here’s an example: Acme Inc. sends a “20 percent off widgets” sales alert to its house list. Recipient John@ISP.com decides to opt out. Acme Inc. has to now remove (or suppress) that email address from every single promotional mailing that it sends, or is sent on its behalf, ever again.
Sounds simple, but consider all the silo-ed lists and databases that John@ISP.com might be on.
Perhaps an outside sales rep at Acme decides to send a sales pitch to John@ISP.com. How about an ACME reseller or distributor? What if ACME has an affiliate program? Or perhaps other widget-selling locations, branches, or franchises. Not to mention a permission opt-in list that Acme's marketing team might rent in the future...
All of these have to remove (or suppress) John@ISP.com prior to sending a commercial message, even if that message otherwise complies with CAN-SPAM. (You know, that easy stuff about a street address, honest subject lines, and a working opt-out link.)
Should Acme fail to do this, it would be breaking the CAN-SPAM law. Although it is unlikely that Acme would face legal action over this, the potential is certainly there. Bottom line: your organization – preferably with input from legal, marketing, and IT – needs to make an eyes-wide-open decision about your Do Not Email suppression tactics for 2005 and beyond.
Another word of caution: There are lots of potential scams popping up promising CAN-SPAM "certification" without any means of truly delivering on their promise. (In fact, a recent query of the Spam Prevention Discussion List about one of them found that such "certification" was pretty much worthless in the eyes of major ISPs.) So, don't invest in anything that's not proven to help you. Official-sounding names and icons mean almost nothing to ISP filters, or to the FTC for that matter.
FTC's official final rulings memo.
Extranet = Free Advertisement to Millions of Customers
The Extranet is our single source database, which holds all of Wisconsin’s tourism products. If your travel opportunity is listed, it will be available for our website, publications, call center, the media and any special promotions.
Are your area's events and properties listed on travelwisconsin.com?
YES – Great! Check it out and let us know of any necessary updates.
NO – Oh! Let’s get you there by contacting your local Extranet Partner.
Extranet Partners are local Chambers, CVBs and other tourism organizations who have access to the Extranet, where they are able to enter and update the travel opportunities in your area. Chambers and CVBs can take advantage of this opportunity to increase membership by providing this service to its members.
Interested in becoming an Extranet Partner? Read more…
