July 12, 2005
In this issue:
Writers Converge on Wisconsin
Wisconsin's travel and hospitality industry was uniquely positioned to
host not just one but two writer associations this summer, Society of
American Travel Writers (SATW) and Outdoor Writers Association of America
(OWAA). The Department partnered with the convention and visitor bureaus
in Madison and Milwaukee to help bring both meetings to the state.
The Department worked closely with Visit Milwaukee to help coordinate
pre and post fam trips for SATW members. Through this opportunity, more
than a dozen writers were able to see first hand Wisconsin destinations
such as Mineral Point, Cedarburg, Manitowoc, Sheboygan, Green Bay, Door
County, Wisconsin Dells, Madison, Spring Green and many others. The
Department's Communication team continues to work one on one with SATW
members to facilitate future press trips to other Wisconsin destinations.
The OWAA Conference presented many chances to network with writers and
introduce them to Wisconsin's abundance of natural resources and outdoor
recreation. The Department developed a CD-Rom of statewide press trip
options for the writers, hosted a hospitality suite during the conference,
provided daily story ideas that appeared on room door hangers, distributed
the popular Fish Wisconsin poster and staffed an information booth at both
the conference and during the Lake Kegonsa breakout day.
Overall both meetings were a huge success for the cities who hosted
them and for the entire state of Wisconsin. Look forward to seeing the
state featured in many future articles and broadcasts in the year or two
ahead.
Golf Wisconsin Scores
Golf Wisconsin is full swing into its second season. Once again the
Golf Course Owners of Wisconsin (GCOW) was instrumental in lining up more
than 150 golf courses that let kids play for free or at a discount on May
22nd. While the final totals for this year aren't in yet…it looks like
close to 15,000 young people either golfed for free or attended a clinic
in Golf Wisconsin's first two years.
Close to 200 ladies and young women took part in three Golf Wisconsin
clinics in June. Held in Milwaukee and Madison the clinics highlighted the
UW women's golf team as guest instructors.
The Krueger-Haskell municipal golf course in Beloit has taken the
concept of "free golf for young people" to a new level. With
help from the Department's Golf Wisconsin team, the Beloit course promoted
free golf for kids with a paying adult during the month of June. The
response was better than expected and they've raised the bar again. Now
kids will be able to golf for free all summer long in Beloit.
Planning for a third season of "Golf Wisconsin" promotional
efforts will start later this fall. Please send your initial ideas to
Communications Director Jerry
Huffman.
Where's Jessica Getting Ready for New School Year
The "Where In Wisconsin Is
Jessica Doyle?" game has wrapped up for the 2004-2005 school year
with a record of nearly 25,000 entries, making this year's expansion to
include fourth and fifth graders along with the original middle-school
target audience a huge success. The weekly winners, along with a parent or
teacher as their guest, enjoyed a tour of the Governor's residence and a
"Tournament of Champions" with Mrs. Doyle.
During the summer months the game is inactive, but the site will
feature last year's winners to entice more youngsters to play. Many of
these weekly winners get a personal visit from Jessica Doyle, a retired
middle-school teacher. The Department of Tourism in conjunction with the
First Lady's staff alerts the local media when a winner is from their
area, or if Mrs. Doyle is coming to town.
Using clues about the history, trivia and location of communities all
across the state, the game is designed to teach students about the state
and encourage families to travel and explore Wisconsin. We reward the
weekly winners with passes to local historic, cultural and recreational
sites-including those within a one county region of the week's mystery
city whenever possible.
If you have an attraction that a family could visit in celebration of
their child's interest and success in learning about Wisconsin, we're
looking for family passes and certificates to back this effort. It's an
opportunity to promote your community and what it has to offer to future
tourists. We award two equal and identical prizes weekly, one to
elementary-age players and another to middle-school age players. Parents
and kids love the opportunity to go to a great museum, historic site or
fun attraction. Teachers love to take their classes on field trips, which
we offer as grand prizes. But we also like to salute teachers for their
efforts with a cool perk now and then - we're open to suggestions.
Contact Valeria Davis
at 608/266-2147 for more information about how your attraction or
destination can participate.
Redesigned Heritage Traveler Guide Recreates Wisconsin's Past
The Wisconsin Heritage Traveler Guide underwent an entire format
and content makeover and the new edition is now available to consumers,
both electronically and in print. The 64-page, full-color publication
features 72 art and history museums highlighting their historic focus,
cultural significance, major collections and artifacts. The easy-to-read
guide includes interesting sidebars underscoring uniquely Wisconsin
subjects. A special set of four commemorative bookmarks honoring Wisconsin
recipients of the Medal of Honor is also included in the publication. The
guide's new format groups museums in categories such as Native American
and European Heritage; Wisconsin History; Early Industry; Transportation
and Military Heritage; Famous People and Historic Homes and Art Museums.
Also, check out our new travelwisconsin.com "Fresh
Look at History" feature. The Department commissioned writer and
Wisconsin travel expert and syndicated columnist, Mary Bergin, to give us
her knowledgeable take on some of the state's historic attractions.
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TRAVEL NEWS BRIEFS
Rolling Out the "Life's
So Goody" Coupon Book
The "Life's So Goody"
coupon booklet is rolling off the presses. The coupon book, a first year
pilot program, contains dozens of discounts and " or "two for
one" coupons from various Wisconsin attractions, breweries and
wineries, state parks and historic sites, Class A and Northwoods League
baseball parks, Lake Michigan ferries, lodging properties, casinos and
other destinations. About 150,000 copies have been printed and consumers
can pick up their coupon book at any Wisconsin Travel Information Center.
Interested in participating next year? If the program is successful, a
new printing is being considered for summer 2006. The Department is also
weighing other options such as a "Very Important Traveler Card."
In the meantime, contact Jim
Bach at 608-266-1238 to be put on the list for any opportunities that
might come up next year.
Revision Proposed for JEM
Grant-Existing Events Rules
Based on input from the travel
industry, the Department is proposing a modification to the Joint Effort
Marketing grant program. This one would extend eligibility for existing
events from one to two years. The change would enable existing events
seeking new markets to be eligible for two years of funding. This proposal
requires modification to the Department's administrative rules, which
could be in place by early 2006.
On another note, the JEM program is in line for a funding increase
effective July 1, if the current budget bill passes the legislature.
Governor Doyle has called for an additional $220,000 directed to the local
grant program bringing the total appropriation for JEM grants from $1.13
million to $1.35 million.
On the Road with PR 101
The Communications team brings
a new - and free - service to the industry: "PR 101 On the
Road." Communications staff members will come to your destination and
hold a workshop that gives an overview of public relations and how to work
more effectively with media. The workshop can be custom tailored for a
variety of audiences. Destinations can host the workshop for their area
attractions, lodging properties and hospitality businesses to help them
gain the skills needed to effectively work with local media and beyond.
Give Jerry Huffman a
call at 608/261-8195 to find out more and to set up a workshop for your
area.
Changes to Photo Library and
Direct Marketing Leads Programs
The Wisconsin Film Office
closed on June 30. As a result, some services provided by Film Office
staff have been redistributed or temporarily suspended. The Communications
Department will assist any producers or film production companies. All
inquiries and requests for the Direct Marketing Leads program should be
directed to the Madison Call Center at 608-266-2161. The Department is
evaluating a variety of technology solutions that will give industry
partners online access to the Department's photo library. Until that time,
the Department will not be able to service the photo library.
Summer Forecast Predicts
Record Travel Season
The Travel Industry Association
of America (TIA) is forecasting a record breaking summer, continuing the
travel recovery momentum that finally started last year. Leisure travel is
predicted to be up 2.3%. TIA also recently released a special travel poll
examining the effect of rising travel prices on summer plans revealing
that most travelers will be looking to economize. Visit www.tia.org
to read more about the summer forecasts.
Upcoming Governor's Council on
Tourism Meetings
-
Joint Effort Marketing:
August 18 at 2:00 p.m. Tourism Offices
-
Meetings & Conventions
Committee: August 26 from Noon - 2:00 p.m. Tourism Offices.
-
Sports Marketing Committee:
September 20 from 10:00 a.m. -Noon. Tourism Offices.
-
Governor's Council Meeting:
September 22nd in Green Bay (location TBD).
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Not one - but two - Wisconsin attractions have landed coveted spots on
CBS News Sunday Morning. Lake Geneva Boat Tours made a splash on the small
screen when CBS This Morning filmed summer mail carriers jumping to - and
sometimes missing - docks to deliver the daily mail. The segment aired
June 26th. Later this month, CBS Sunday Morning will run an in-depth
feature on the Genesee Depot attraction Ten Chimneys and the many
accomplishments by the Ten Chimney's Foundation to restore the historic
site. The program is slated to air on Sunday, July 17th at 8:00 a.m.
(CST).
The Milwaukee Journal Sentinel's eminent Wisconsin traveler
Dennis McCann featured the Hwy 51 project in a recent editorial. He
mentioned the project's recent JEM grant award and pointed out all of the
terrific attractions travelers can find along this famous route.
Another famous Wisconsin icon, the Wisconsin State Fair cream puff made
it into national print in USA Today's article "Cream Puffs:
Hot Food Trend of 2005." Who would have thought? Wisconsin State Fair
visitors for one!
A summer travel story from the Sun-Times Suburban Chicago News plugged
travelwisconsin.com as well as mentioned a number of Wisconsin travel
destinations.
The Department's own Patrick Reinsma and the Grant County travel
information center was the focus in a delightful article from the Dubuque
Telegraph-Herald. The story touched on the services provided by the
center and the questions, some expected and others unusual, fielded by
staff at the center.
Always on top of travel trends, USA Today featured Wisconsin in
a May 6 story titled "Amusing Museums," a rundown on the nations
quirkier establishments. The Kohler Design Center and Mount Horeb Mustard
Museum made the list that was seen by nearly 2.7 million people.
The Milwaukee Journal-Sentinel shone the spotlight on the
Wisconsin Dells "quiet" side in a recent travel feature that
explored the area's more relaxing pursuits such as its scenic cruises,
museums, natural parks, and spas.
Family Motor Coaching Association Magazine just ran a
"Travel Spotlight" about Wisconsin's top auto tours on their
website www.fmca.com. Nice coverage for
Great River Road, Great Divide Scenic Byway, Door County, Marinette County
Waterfalls Tour, Wisconsin Northern Woods Birding Trail, Kettle Moraine
Scenic Drive, Wisconsin Cranberry Highway, Spring Green Valley Tour and
Lake Superior Shoreline. Click
here to read the entire story.
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Suggest your attraction on
Yahoo! and Worldweb.com
Did you know that you can
suggest your own travel destination, attraction or lodging property on
Yahoo's travel page and Worldweb.com? Use
this link to enter your information on Yahoo! Note that the site's
travel editors may review (or reject) submissions for accuracy and
appropriateness. Click
here to visit Worldweb.com's submission page and add your listing.
Got a Special Wisconsin
Cocktail You Want to Share?
Travel writer Joe Zentner is
currently gathering material for an article to be entitled
"Distinctive Wisconsin Cocktails." He's requesting information
on mixed drinks that are particularly popular at Wisconsin restaurants and
drinking establishments. He's also interested in any lodging properties
that are well known for the creative libations that they serve. Email Joe
at msyrett@earthlink.net
Kid-Friendly Destinations
Kevin and Sue McCarthy produce the weekly radio show KTRS Travel
Planner in St. Louis. They are seeking for kid-friendly destinations. Each
week they feature new destinations and travel tips with interviews of
travel experts. Contact Kevin
and Sue or visit their website www.kevinandsuetravel.com.
Out of Bounds
Freelance writer Larry Olmsted
is working on a feature about "out of bounds" travel destination
in North America for a leading men's magazine. He is looking for places
that were once off limits for sports and explorations but are now being
opened up to the public. Alternatively, he will consider places that were
largely undiscovered but are now growing in popularity for activities like
scuba diving, mountain biking, and the like. Do not send information that
relates to skiing since that has already been featured. Email him at larryo@vermontel.net.
Travel Savvy Magazine Gets a
New Look
Travel Savvy is an upscale
travel magazine focusing on the experience of travel, not just moving
readers from place to place. It will unveil a sophisticated new look in
September. The magazine is interested in information about: destinations,
cuisine, hotels, spas, adventure travel, culture, fashion, design,
celebrities, business travel and worldwide nightlife. Jill Brooke is the
editor-in-chief and Fern Siegel is the executive editor. Reach them at:
Travel Savvy, 72 Madison Avenue, 5 fl., New York, NY 10016, (212)
529-3508, contact@travelsavvymag.com.
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Taking Web Sites To The Next
Level, Part II - Rich Media Content & Flash
In the last issue of Travel Wisconsin News we dove into the world of
Next Level Web Content, examining when and where they fit into a Web site
and looking at a few of the newest tricks and techniques to reach today's
e-consumer.
The trend to newer techniques and enriched sites has experienced a
recent kick-start with a shift in how users are accessing the Internet.
Since its inception, the majority of Web surfers have used a dial-up
connection reaching speeds of only 56K, but as of 2005, for the first time
a shift has been made toward more high-speed methods including cable, DSL
and satellite based systems. This shift has opened the door for
programmers and designers alike to pull out their bags of high-tech
tricks.
First a quick review of how to determine whether or not you and your
audience are the right fit for advanced content. Ask yourself:
- Is your product visually driven?
- Is your audience technically savvy?
- Does your audience look for enriched content?
- Does the competition actively use advanced web techniques?
- Do you like to stay ahead of the tech game?
- Are you confident enough to make mistakes?
- Do you view a Web site as a process instead of a project?
Are the answers to most of these questions still yes? Well then let's
delve into that next great tool…Rich Media Content and Flash.
First, a piece of clarification. In today's web world, all too often
the terms Flash and Rich Media Content are used interchangeably. But in
fact they are two distinctly different things. Flash refers specifically
to Macromedia Flash, a program that allows animations, interactive forms,
games and other fun features to be embedded in web pages. Rich Media
Content (RMC) encompasses a wealth of different special effects including
Flash, Shockwave, streaming video, Real Audio/Video and many others.
So what are a few of the reasons web designers would be interested in
RMC?
- Coolness and stickiness factor
- Offers movement, sound, video and application functionality
- High adoption rates. Unlike other new techniques, RMC is widely
accepted by users
- Virtually limitless possibilities. If it can be dreamt, it can be
done
RMC provides a wealth of visual aspects from online games to
interactive forms, but one of the most effective uses is seen on
travelwisconsin.com Virtual Tours section. The Virtual Tours utilizes an
interactive state map, which takes visitors on a graphical tour around
Wisconsin. With a simple click of the mouse on any of the state's regions,
visitors are whisked off to top attractions complete with 360-degree
photography and links to Web sites for more information, immersing them in
the look and feel of what the area has to offer.
Other RMC ideas for travel Web sites include interactive calendars of
events complete with photography or video of each event, live-web cam
views of big festivals, streaming video of activities found on the ground,
or entertaining Flash introductions to your web page.
Always remember that no matter what type of RMC you decide to use to
attract attention, use it sparingly and only where it will create a true
benefit to your consumer. The greatest Flash animation wasted if your site
isn't up to par, and beating your visitors over the head with animation
will drive them away as fast as they came. As in all marketing, Web sites
must be a balance of form and function.
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MARKETING
TIPS
Viral Advertising: An
Efficient Marketing Machine Goes Cyberspace
Viral advertising is doing what spam could never dream about: it's
working.
Viral advertising isn't the newest way to promote a product or brand,
but new technology has recently taken it to a new level. It gets its name
from the way it is communicated: person to person, friend to friend. Viral
ads are on-line content, often films or games, distributed via e-mail.
They aim to be fresh and clever, and they have to be if they are going to
work. The idea is that viral ads are so infectious that people can't help
but open them, enjoy them and pass them on.
Viral messages do not happen by accident. Although there is often the
appearance that someone discovered the tidbit of web content and simply
began forwarding it on, these are deliberate and strategic marketing
efforts to sell products and reinforce brands.
When it works, it is hard to beat the delivery. A forwarded message
from a friend who shares your sense of shock, humor or entertainment
arrives in your in-box. You open it and gasp, laugh or smile. A few
minutes later, you open it again. Pretty soon you start forwarding the
message to your friends and family members with the line "I usually
don't forward these things, but…."
These campaigns are relatively inexpensive when compared to traditional
modes of communication, like direct mail. Audiences are also more
receptive to the messages because they are sent person-to-person. As
consumers grow increasingly wary of advertisers' messages, a viral ad
comes with a stamp of approval. It is the e-equivalent of word-of-mouth
endorsement.
Of course, the tricky part is in creating that message that people will
want to share. For Long John Silver, that meant creating a secondary
website shrimpbuddy.com, which
includes a two-minute buddy flick about a guy and his shrimp pal. Last
year's king of viral success took only a man, some dancing and a chicken
outfit to launch Burger King's new lineup of Tendercrisp chicken
sandwiches. The hook was an eerily funny Web site called subservientchicken.com
where visitors were able to type in any command to a man in a chicken suit
(even making him breakdance) and the system would magically do it. The
mixture of oddity and humor translated into more than 46 million hits in
the first week alone, and the link continues to find its way around the
globe more than a year later.
These campaigns work because they are unexpected, unpredictable and
unparalleled. Although large companies with well-known brands are dabbling
in viral advertising, it is still far from the norm. When consumers
encounter something that looks like genuine entertainment and an
advertisement at the same time, they are naturally curious to find out
what is real and what isn't. Since the format is still so new, companies
are not yet rehashing old ideas or gimmicks. The ads that stick are the
ones that are well done, and the ones that are well done spread like wild
fire.
The ads themselves might not even "sell" a product in the
traditional way that advertisements do. In fact, some viral ads make it
hard to determine what exactly the product is. But in many cases, the
point of the ads is to instill a feeling about a company, product or
brand. A good viral ad can get people thinking that a certain kind of
clothing, car or food is cool just because the ad is, even if the ad had
little to do with that particular clothing, car or food.
The Department of Tourism is preparing for its first foray into viral
advertising with a clever new Fish Wisconsin online game, an off-shoot of
the popular and recently re-released poster with the same name. The
Flash-driven game, which gives users the chance to virtually "land
the big one," will be launched initially on travelwisconsin.com and
through the Department's consumer ezine with the expectation that it will
then take on a life of its own.
About this first step into the world of viral marketing, Department
Technology Marketing Coordinator John Kuehl says, "This kind of
project gives us an opportunity to be a little more bold - to do something
that grabs people's attention. Based on its performance we'll have a
better idea if these tactics lend themselves to our audience and if we
should explore similar creative ideas in the future."
Viral ads can have a tendency to skew young or towards the
technologically savvy, so they are not a complete marketing strategy.
However, viral advertising can be a low-cost addition to current
advertising campaigns and can reach a segment of the market that is
typically distrustful of heavy-handed corporate communications, including
direct mail and broadcast advertising.
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TRAVEL
TRACKER: Move over RVs…. here comes the S.U.R.V.
RV sales in 2004 exceeded the expectations of even the RV industry's
chief forecaster. The industry saw a 15.4% increase ahead of 2003--its
best effort since 1978. A December 2004 article in CNN Money reported that
the number one search item on eBay that year was "RV."
So what's an SURV? Combine the ruggedness of the SUV (sports utility
vehicle) with the comforts of an RV, add a mini-garage or cargo bay and
you have yourself one of the newest types of RVs available on the market
today - the Sport Utility Recreational Vehicle. According to Ken Sommer,
spokesman for the Recreational Vehicle Industry Association (RVIA), it is
the fastest growing segment of the RV market. Shipments of these vehicles
in the first 10 months of 2004 showed an increase of 32% over the same
period in 2003.
These vehicles have become so popular that SURV sales have surpassed
RVs in California and Arizona and ToyHauler magazine is devoted just to
chronicling this emerging camp-and-ramp lifestyle.
RVIA states that RV owners are typically married, own a home and have
annual incomes of $56,000. SURV owners are younger - in their 30's and
40's, sports-minded and have young children. RVs that were once only
affordable to professional racing teams are now readily available to the
newest throng of thrill-seekers. And what better way to travel with your
whole family in the comfort of your home away from home.
The New York Times states, "These are Nascar dads, soccer moms or
whatever other labels may apply to weekend warriors." Don Walter, a
chairman of the Go RVing Coalition states, "It's gone from a niche
product to mainstream acceptance and is attracting a whole new group of
buyers."
Even the RV industry isn't immune to generational changes. To keep up
with the times, the RV industry has made strides to accommodate the active
lifestyles of Gen Yers and Xers, who participate in extreme sports which
include motorcross, snocross, mountain biking, ATVing and snowmobiling,
while providing them with the luxury of their own home.
So what does this all have to do with Wisconsin's tourism industry? As
you drive Wisconsin's highways, you can't help but notice the number of
RVs on our highway system. In a campground study conducted last summer and
fall of Wisconsin's campers, 68% of all respondents were RV camping. Eight
percent were in their twenties, 20% were in th6e thirties and 30% were in
the forties. The majority of these RVers had children under the age of 18
living at home. For a review of demographics and market research for the
RV traveler, refer to the Travel Tracker issue "Wisconsin's
RVers."
In a previous Travel Tracker titled "What Do You Know About
Generation Y?" mention was made of the shift in leisure activities between this
generation and that of their boomer parents. A key characteristic of this
younger generation is their love for risk-taking, which is evident in
their leisure activities that include the new "extreme" sports.
Our highway system is filled with vehicles pulling ATVs and dirt bikes or
cars with mountain bikes perched on top. The number of ATV events
increases each year, as do the number of intensive use areas, which are
managed and controlled locations for ATV or dirt bike enthusiasts to hone
their driving skills. There are 33 mountain bike trails in the state as
well as numerous competitions for the biking enthusiast. The American
Motorcycle Association (AMA) holds weekly sanctioned races at Wisconsin's
motocross tracks, which are scattered throughout the state. Because of the
popularity of these extreme sports, the Department is now in the process
of populating our database with events and tracks geared to these
adventuresome Gen Yers.
As this trend continues, Wisconsin's tourism industry needs to ensure
these visitors are invited and their bigger vehicles accommodated. Here
are several marketing recommendations:
-
Have you extended an invitation to them
using the type of media they use?
-
How interactive is your Internet site; do
you give them a reason to keep using your site? There are many
Internet sites that cater to the RV traveler and perhaps there is an
opportunity to get your site linked to these other sites.
-
Do RV travelers know your area or business
can accommodate their big rigs? Clearly marked RV parking places,
signage alerting drivers to RV camping areas, or tourists sites with
convenient RV parking will go a long way toward attracting this
market.
-
An obstacle facing these expensive
vehicles is their size and the ability to navigate without hitting
tree branches. Simply trimming your trees where these rigs might
travel sends a message that you're expecting them and welcoming them
to your area.
-
Do you know where the local waste disposal
sites are? Although most campgrounds that cater to RVs have a waste
disposal site, transient RVs also might need this type of facility.
Perhaps extending the courtesy of sharing this information might be
incentive for them to return to your area and breeds good
word-of-mouth recommendations.
To obtain more information on this and other marketing
research,
contact Sue Hamilton at
608/266-6792.
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