TRAVEL WISCONSIN NEWS

March 9 , 2006

In this issue:

TOP STORIES

Life's So Good: The Summer Campaign 

Work on the 2006 Life's So Good summer campaign is now complete and shipped off to strategically selected television stations, magazines, newspapers and websites to be seen by millions of potential Wisconsin travelers. Additions to the summer campaign include never-before-seen TV footage filmed in Sheboygan and the Lac du Flambeau area plus outdoor advertising in Michigan. Debuting this summer is a unique promotion with Traffic.com. After drivers receive their customized Traffic.com "phone alert," they are given an option to call 800/432-TRIP for travel information.

While not necessarily new to the Department's campaign, there is an increased focus on promotion inside Wisconsin's borders in the form of TV ads in the Green Bay-Appleton market. The print campaign will project a story of camping, family travel, outdoor recreation, spas, golf, and events, among other activities.

But why read it here, when you can see it for yourself. See it online at http://agency.travelwisconsin.com or get a front row seat at the Conference Showcase on Tuesday to see it on the big screen.

"I'm Just a Bill… " 

Several pieces of legislation that have a direct or indirect effect on the tourism industry are circulating this session. Here is an update on their progress.

  • Room Tax Bill (AB 298): This bill creates a definition of " tourism promotion and development," which is currently not defined in statute. AB 298 has passed the Senate and Assembly and awaits the Governor's signature, which is expected next week.

  • Attractions Signage (AB20): This bill allows attractions to be listed on blue highway signs that currently advertise food, gas, lodging and camping. An attraction must have a primary purpose of providing amusement, historical, cultural, or leisure activities to the public, regional significance, and adequate parking. It is currently waiting for the Governor's signature.

  • Golf Wisconsin License Plates (AB 479): This bill would create a Golf Wisconsin license plate. Proceeds from the sale of the specialized plate would go to both the WPGA Junior Foundation and to the Department of Tourism for additional golf promotion. AB 479 is currently in the Joint Committee on Finance awaiting action. It must then be voted on by the Senate.

  • Film Incentives Bill (SB 563): Sen. Ted Kanavas and Rep. Curt Gielow introduced a bill that provides new tax incentives for the film, television, commercial and video game industry. The legislation aims to make Wisconsin a more attractive location for film production. SB 563 is currently in the Joint Committee on Finance awaiting action. The full Senate must then act on it as well as the Assembly.

The regular session of the Legislature ends on March 9, 2006, so prompt action on these bills is necessary if they will be enacted this session.

Life's So Good Mini-Grant "Three-Peat" 

Here at the Department, when something works well we want to keep it going. That's why we're bringing back the Life's So Good Mini-Grant program for a third time this spring.

Any nonprofit tourism marketing organization may apply for a grant of up to $1,000 to be used for a marketing or public relations effort that will raise awareness of the "Wisconsin: Life's So Good" slogan among state residents, preferably during See America Week, May 13-21, 2006. Projects must be original and creative, and therefore interesting to local media. Also, the grant cannot fund operating expenses, annual publications, advertising agency fees, etc.

Even if you received a grant in Spring 2005 or Fall/Winter 2005, you can still apply. Applications are due by April 7 and grants will be awarded by April 14. Click here for a short, easy-to-use grant application.

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TRAVEL NEWS BRIEFS

And the Travelwisconsin.com Hits Just Keep on Playing 

It's pretty clear that Internet use is up across the board in the travel sector. Research from the Travel Industry Association (TIA) reports 79 million Americans now use the Internet to make travel plans, a significant increase from the year before. This trend is certainly reflected in visits to travelwisconsin.com, which topped 3.7 million in 2005, up from just over a million five years ago. E-Business Director John Kuehl attributes the 24% increase between 2004 and 2005 in large part to advertising on search engines such as Google and Yahoo, which helps reach potential travelers in markets that aren't otherwise exposed to the Department's print or broadcast advertising.

And the future for travelwisconsin.com? Expect to see more engaging content. Fresh articles have been commissioned this spring and new travelogues have already been posted. 

And We'd Like to Thank …. Our Sponsors 

With the 2006 Governor's Conference just days away, now is a good time to recognize and thank the corporate, non-profit and tribal sponsors. Without their investment, a conference of this size and sophistication couldn't happen year after year. So, if you run into any of the sponsors at the Conference, be sure to say "thanks." If you're wondering who they are, you'll find a list in the Conference Program.

 

Eagle Watching Communities Receive Governor's Award 

Sec. Holperin made the rounds of several communities in January to present the Governor's Putting Wisconsin on the Map Award. Cassville, Prairie du Chien and the "twin cities" of Sauk City and Prairie du Sac received the award for their role in hosting winter eagle watching events. The award is designed to honor groups or individuals that creatively promote Wisconsin tourism attractions and raise the state's profile nationwide. 

 

Golf Wisconsin Day Expands to a Full Weekend 

The last two annual Golf Wisconsin Day events have been such a hit, that this year's event has expanded to an entire weekend. On June 10-11, junior players can play free with a paying adult at more than 100 courses statewide. Golf Course Owners of Wisconsin (GCOW) is corralling up the courses. Expect to see more on Golf Wisconsin Weekend and participating courses later this spring or contact Jerry Huffman for more information.

Upcoming Meetings 

  • Governor's Council Meetings: Sunday, March 12 from 1:00 - 3:00pm. Wisconsin Dells. 

  • Governor's Council Meeting: Thursday, April 13 from 10:00am - 2:00pm. The Osthoff Resort, Elkhart Lake. 

  • Marketing Committee: April 4. Time TBD. Tourism Offices Sports 

  • Marketing Committee: TBD Meetings & Conventions Committee: TBD

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WISCONSIN IN THE SPOTLIGHT

The Buzz Begins for Travel Green Wisconsin 

The pilot program hasn't even been launched and it's already making national news. As suspected by the PR team, this statewide initiative has strong media legs. Here are the articles as featured in the New York Times and The Capital Times. Other stories about the eco-initiative appeared on Milwaukee Public Radio, WRFV-TV in Green Bay and WEAU-TV in Eau Claire.  

 

From the Today Show to Letterman

Troy Landwehr, a veteran cheese carver at the annual Cheese Festival in Little Chute appeared on the David Letterman show in February. His task: carve a bust of stage manager Biff Henderson. Meanwhile, the U.S. National Snow Sculpting Championships in Lake Geneva made it on the Today Show for their second year in a row.

 

TWN Leads Working For You 

The November issue of Travel Wisconsin News featured a lead from David La Huta looking for family campsites.  Sure enough, the March issue of Arthur Frommer's Budget Travel hit the newsstands with an article titled "50 Family Camps." Four were from Wisconsin (Camp Brosius at Elkhart Lake, Camp Nebagamon on Lake Nebagamon, North Star Camp in Hayward and YMCA Camp Nawakwa in Lac du Flambeau). We hope you sent David your information, but rest assured we did if you forgot. Be sure to check out this month's leads. 

 

Other Major Newsmakers

Wisconsin Dells made a splash on the front page of the Washington Post travel section with this lovely article about "Summer Under Glass." 

Men's Journal did a month-by-month adventure planner for their February issue. Among the volcano hiking, waterfall climbing and viewing a total sun eclipse in Ghana, kayaking the Apostle Islands made the list for September's adventure. Better yet, it included a full-page photo of Wisconsin's famed islands on the "contents" page.

Milwaukee. The Midwest Treasure. The New "It" City. A Domestic Gem. Read all about it in Leisure Group Travel and Maisonneuve magazines. Other Milwaukee stories landed in Midwest Airlines Magazine and in the Arkansas Democrat. 

FMCA.com (that's Family Motor Coach Association) is currently running a nice spotlight on "Kid Friendly Wisconsin" featuring zoos, state parks and children's museums. 

International Media Coverage Rampant in 2006 

Door County was the subject of an article by Bruno Abegg in the February issue of Germany's America Journal. Northern Wisconsin was the focus of the article "Land Time Forgot" in a January edition of the Sunday Scotland Times. Abegg was the media guest of the Department and Door County Chamber of Commerce last summer. Word has it that more international media coverage is on the way this year. 

 

And the Award Goes To… 

House on the Rock Attraction received a MarCom Creative Award for its 200-page promotional book. MarCom is an international awards competition that recognizes outstanding achievement by marketing and communication professionals.

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MEDIA LEADS

Writer Looking for Freshwater Fishing Contests 

Ken Schultz (ken@kenschultz.com) seeks info about long-standing freshwater fishing contests (tournaments, derbies, rodeos, festivals, etc.) for a book he is writing. He is especially interested if the event is sponsored, organized, or otherwise supported by a CVB, Chamber of Commerce, or other tourism entity and has been in operation for three decades or longer.

 

New Travel Column for the Chicago Daily Herald 

Reid Bramblett (reid@reidsguides.com) has started a self-syndicated adventure, alternative, and affordable travel column for the Chicago Daily Herald. He is seeking news and information on adventure travel - be it active or cultural, big city or great outdoors - so long as it's unusual. The column is aimed at a younger audience. He prefers email but hard-copy material can be sent to 104 Butler St. #3, Brooklyn, NY 11231.

 

Several New Pubs Appearing on Newsstands 

Travel + Leisure and The Knot, Inc. have joined forces to bring readers Travel + Romance. Debuting in April 2006, Travel + Romance will feature luxury honeymoons and destination weddings. Laura Begley is editor-in-chief and their website www.Travel-Romance.com will be up next month.

LTB Media, the publishers of Art & Auction, Modern Painters and Artinfo.com have announced plans to launch a new magazine, Culture & Travel, in September. Michael Boodro has been named editor-in-chief. Contact information is not available just yet but should be later this year.

Saint Paul Illustrated is a new, high-end magazine covering fine arts, culture, dining, shopping, and fashion. It debuted November 2005. Kate Seitz is editor. At this time, contact information was unavailable but keep your eye out for it.

 

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MARKETING TIPS

Marketing Tips: Five Tips For More Effective E-Mail Media Pitches 

As use of electronic mail continues to explode, its importance as a tool for marketers and public relations pros grows exponentially. In fact, in a survey commissioned last year by the Public Relations Society of America (PRSA), an overwhelming percentage of journalists now prefer to receive story pitches via e-mail rather than by phone, fax or snail mail. So what can you do to make your e-mail pitches more persuasive? Here are five suggestions that Heather Hamann, producer of America's second most-popular syndicated radio program, gave recently to the Bulldog Reporter newsletter.

1. Think of your subject line as a headline. "We like seeing email subject lines that are short-especially ones that read like headlines from newspapers," says Hamann, producer of the Dr. Dean Edell Show. "But that doesn't mean an email subject line from a marketing or PR person has to summarize everything, like a newspaper headline. Sometimes, it's a good idea to leave the specifics as a mystery to pique our interest."

She offers this example: "I saw one recently that read, 'What Your Mom Never Taught You.' That approach works much better than emails that say, 'Story Idea' or 'Interview Request' and that's it," Hamann says. "Even better is to include something letting me know it was targeted to me-and to use words like 'new' and 'latest,' since most reporters are looking for a news peg."

2. Don't flag emails as urgent-keep your news in perspective. "No PR person should ever send something as 'high priority' with the automated red check mark," cautions Hamann. "That feature is for internal things-like when someone is paging me here. If I see that little red exclamation mark come up in an email from outside, it's a real problem. One time, somebody used it with an email pitch about 'celebrity makeovers.' What's so urgent about that?" she asks. "I was saying to myself, 'You're joking, right?' That really hurts your credibility."

3. Don't oversell your information-make sure it's vetted. "Since we're covering health, it's important for us to know your information is proven and credible," says Hamann. "About 25 percent of the PR pitches I see make me laugh because they're overselling. So we have to be careful. We can't be wrong. It's the same for any reporter."

Her advice: If you have an exciting new study that points in the direction of something-don't make the jump without verification. "We've all seen the hokey thing coming down the pike that doesn't do what you say it will, so try not to oversell," she says.

4. Don't focus on the company's needs-tie to the value the story brings audiences. "The bottom line is that the pitch needs to be a good story," Hamann says. "In our case, that means it needs to be helpful to real people." Her advice: "If you don't have a news peg, then pitch the how-to angle-that's always a good 'in.' A good example for us might be something like, 'How to stay healthy in winter.'"

5. Don't over-write-consider bullets instead of full graphs. "I have to say that I love bullet points in emails-and I don't think I'm alone in this," shares Hamann. "For example, a good email to me would be one that bulleted the top three things an expert or guest is able to talk about at the top. Another idea is to include lists [e.g., "Top Three Ways to Stay Healthy in Winter"]. People love them, and we're no different."

Is the Department Going to E-mail PR Tactics? The Department is jumping on the email bandwagon. This past winter, journalists received their seasonal press materials from the Department in an electronic format for the first time. The open rate was an astonishing 51%. Of course, not all journalists have or use email, especially smaller outlets. In those cases, the Department follows up with a traditional hard-copy kit and image CD.

If you have any questions about changing to electronic communication with the media in the form of a press kit, give the experts (Ryan McAdams and Andy Larsen) at Boelter+Lincoln a call at 414-271-0101.

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TRAVEL TRACKER

 

Marketing to Women over 50

For the most part, women fifty or older bear little resemblance to their mother's generation. Most have had careers outside the home and as retirement approaches, they have no intention of staying home. These women are starting new professions, opening up new businesses, experiencing life's adventures, and furthering their education either for fun or to advance their career. Conversely, women younger than 40 are still trying to juggle the demands of life, whether it's family, work or home. Older women have "been there and done that" and are now moving into the latest phase or their lives where they have the lifestyle and financial means to invest in a little "fun" for themselves.

A prime example of these women is the Red Hat Society phenomenon. "Red Hatters" come from all walks of life, crossing many demographics; yet they have one thing in common. They are at least 50 years of age and celebrate that fact.

According to the 2000 US Census, Wisconsin is home to more than 800,000 women aged 50 and older and there will be close to 200,000 women who will be turning fifty within the next five years. How do you market to these women?

Various research studies conducted by the Department indicate that females are a big factor in Wisconsin travel. Fifty-one percent of the respondents in a four-season study conducted along the Mississippi River were females; their average age was 50. In a 12-month study of TravelWisconsin.com, sixty percent of respondents were females.

Frank About Women, a woman's marketing communication company based in Winston-Salem, did a study conducted with thousands of women, unveiling the costly misperceptions that lead most marketers to miss their female target. The website Second50Year.com summed up the research in a recent article on the eight myths of marketing to women over 50.

  • Segment the female market by age. What is old? Boomers are the first generation to establish that age is a mindset. In a study conducted by MetLife Mature Market Institute to establish what age is considered "old," men were twice as likely to say an age under 60; whereas women were twice as likely to say that 81 to 90 is old. Portraying a woman by their lifestyle or life stage - and not by their age - will get women to respond.

  • Working women over 50 are coasting until retirement, and retirees spend their time relaxing at home. Someone should tell that to the Red Hatters who are dedicated to "old ladies having fun." They've taken care of everyone in the past - this is their time to have fun. Author and leading expert on lifestyle, marketing, and workforce implications of the "age wave," Ken Dychtwald observed that mid-life was a time when women experience a second adolescence engaging in opportunities for reinvention and exploration.

  • Older women are not open to "new" anything…. new ideas, new experiences or new products. In their report, Frank About Women found that 65% of women who purchased a new major product in the past six months were age 50 or older. Other popular products were recreational products that allowed women to stay active, cruises, and extreme experiences. Keep in mind, these are the women who came of age in the women's movement of the 1970's, and broke through corporate glass ceilings in the 80's and 90's. Change is nothing new to them and they relish it.

  • Women are seeking solutions designed exclusively for women. A common misperception according to the research is that women want to be "saved, fixed, or rescued." Women don't want the "one-size-fits-all" approach - they shop for information as much as they shop for solutions. Women feel empowered by information and are open to try new products and technologies. And they get information from the Internet, whether at home or the office.

  • Older women have less spending power. Based on the images in the media, the target market for women would seem to be the 21-39 year olds. However, these are younger employees who have not reached their highest rung on that corporate ladder and don't have the spending power of mature women. The annual estimated spending of baby boomers is more than $1 trillion according to the MetLife Mature Market Institute. And boomer women accounted for $30.8 billion in apparel spending in a 12-month period - nearly double what Generation Xers paid for clothes - according to NPD Group, a consumer-tracking firm in New York. The spending power of the over-50 woman should not be ignored.

  • Older women are more brand loyal and won't even consider other brands. Surveys indicate that a majority of boomers research different brands, looking for better products before making a purchase. And remember these women are no stranger to surfing the web - they have tons of information at their fingertips to research products before purchasing.

  • Ads portraying older women in unusual settings are effective in drawing attention. Pushing the envelope to the edge will not attract these women. These women respond to images that are reflective of their lifestyle. When a marketing campaign portrays realistic images, these consumers will respond.

  • Daytime TV is the best way to reach older women. In another lifetime, maybe. Very few boomer women are at home during the day to watch TV. According to the study, magazines and the Internet should be exploited as vehicles to reach this market.

For more information on this research, contact Sue Hamilton at 608/266-6792. Be sure to attend Monday's general session at the Governor's Conference on Tourism to hear Debbie Maier present "Men Head East, Women Turn Right."

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