Wisconsin Department of Tourism

2002-2003 Strategic Marketing Plan

Contents

• Marketing Overview
• Market Segments
• Wisconsin Travel Information Centers (WTICs)
• Direct Marketing 
• Publications
• Advertising Plan
• Research Initiatives
• Joint Effort Marketing (JEM) Program
• Technology Marketing
• Public Relations Plan

Overview

This document presents the Wisconsin Department of Tourism' s marketing plan for fiscal year 2003. Please note that the plan may change at any time. 

Tourism is vital to the economic growth of Wisconsin as one of its top three industries joining agriculture and manufacturing. The Wisconsin tourism industry substantiates its value to the state not only by contributing to the economy, but to our overall quality of life. Therefore, the Wisconsin Department of Tourism aggressively promotes Wisconsin as a premier year-round travel and tourism destination. 

Armed with the expert advice of the industry, through the Governor's Council on Tourism and its various sub-committees, the Department is poised to continue to make Tourism a successful economic driver. 

Clearly, the Department's efforts have been successful. Since 1993, Wisconsin has experienced a 115% increase in travel expenditures. In 2001, travelers spent an estimated $11.4 billion* in the state, a 3.0% increase from 2000. Travelers include Wisconsin residents and out-of-state visitors traveling for pleasure, business or a combination of reasons. 

Leisure travelers spent $7.9 billion in Wisconsin, 70 percent of all expenditures. Those visiting for meetings and conventions spent $1.09 billion and those traveling for individual business purposes spent $2.3 billion.* 

Summer continues to be Wisconsin's top tourism season with travelers spending $5.3 billion between May and August. Travelers spent $3.4 billion in the winter and spring seasons (December-April), and $2.7 billion in fall (September-November).* 

Many factors impact the strength and viability of tourism - economic health, changing populations, new and updated products, the quality of service, weather, technology and budget. Never has this been more obvious than the past year and the impact of September 11, 2001. The Department of Tourism has the ability to rapidly develop special plans to react to conditions that impact our business. 

With the current slowdown in the economy, promotional and travel budgets alike have been tightened. Efficiently targeting our most profitable markets is critical to ensure continued success in this economic environment. Branding Wisconsin as a diverse four-season destination with a wealth of seasonal activities and excellent customer service has been, and will continue to be, the motive behind our communications. 

* Davidson Peterson Economic Impact Study

The Wisconsin Brand

Wisconsin offers visitors a change of pace, beautiful surroundings and a wide variety of year-round urban and rural activities fitting into every lifestyle. Wisconsin is unique in its ability to offer diverse recreational and cultural experiences in some of the most spectacular scenery in the country.

Marketing Objectives

1. Increase travel to and expenditures in Wisconsin.

2. Increase repeat visits to Wisconsin within the same season of visit, during another season, and annually.

3. Attract new visitors to Wisconsin from our current markets.

4. Grow travel to and awareness of Wisconsin from multicultural audiences. Send a compelling invitation to visit the state that incorporates people from all cultures recreating and enjoying the state.

5. Encourage longer stays in Wisconsin through increased overnight stays, midweek visits and extended weekends.

6. Increase inquiries for Wisconsin travel information through calls to the 800 number, visits to travelwisconsin.com and visits to the Wisconsin Travel Information Centers (WTICs).

7. Continue to promote shoulder seasons and tourism activities that are not weather dependent by extending the seasons.

8. Continue to promote products including, but not limited to: golfing, fishing, agriculture, heritage and culture.

9. Continue targeting niche markets such as extending business travel to include friends and family leisure travel, promoting Wisconsin as a destination for meetings and conventions, international business and leisure as well as group travel.

10. Provide enhanced marketing opportunities for tourism associations, DMOs (Destination Marketing Organization), the private sector and all tourism related businesses through Department of Tourism programs.

11. Conduct, evaluate and share data to guide Wisconsin’s tourism efforts.

12. Take advantage of large-scale festivals and events that have the potential to create a significant statewide impact. 

13. Assist in marketing the natural scenic beauty and vacation attributes of Wisconsin's State Parks. 

14. 14. Promote Wisconsin as a location for feature film production, television commercial and video production as well as the pool of talent and services.

The Marketing Environment:

The following are some of the current trends impacting tourism and marketing efforts today:

The Economy

Throughout American industry there is pressure to keep prices down. Competition over price is evident in every facet of retailing. 

Coupled with this emphasis on price is the continuing shift toward a consumer-driven marketplace. Being empowered is no longer news to consumers. As the 2002 Yankelovich National Leisure Travel Monitor reports, the new mandate for consumers is "getting it right and making it relevant." 

Higher expectations for stellar service, access to expert resources, feelings of control and an abundance of lifestyle options have created what Yankelovich calls an "affluent attitude" that marketers must address. Today's consumers want substance, not form. 

September 11, 2001 continues to carry repercussions in every aspect of our lives. Not the least of which are a more intense focus on family and friends and an acute sensitivity to hype. Consumers guard their privacy and in any getaway, they want to enjoy leisure time on their terms. Clutter on the Internet must diminish as consumers demand easier navigation to more useful information. 

Wisconsin is ideally positioned in the current economic environment to cater to the most demanding consumers. Friendly people, superior service, a variety of fun activities, special events and rich cultural and arts offerings throughout all seasons define Wisconsin's product.

Competition

The majority of Wisconsin tourists are our own residents. Chicago, Northern Illinois and Minnesota, predominately the Twin Cities, comprise the other portions of the market. Michigan and Iowa also generate a significant number of travelers. Wisconsin competes primarily with Midwest states and other major tourism destinations, such as Florida, California or tropical destinations. People going to visit other countries, such as Canada and Germany, compete for the travel dollar as well. To ensure survival during this particular economic downtown, many destinations, airlines, cruise ships etc. are offering deep discounts and attractively priced packages. 

In July 2002, the Wisconsin Department of Tourism conducted the sixth wave of the advertising awareness and competitive analysis study in Chicago and the Twin Cities after the summer television campaign was completed. 

Wisconsin had a strong presence in each of the markets studied and was mentioned second only to Florida in top-of-mind awareness, an awareness that could be easily diminished in the competitive environment. Eighty-seven percent of all survey respondents recalled a variety of state travel-related messages. 

Wisconsin awareness was noted 21.4% among all states and destinations mentioned. This was a major increase when compared to the winter 2001 study where Wisconsin gleaned 10% of all mentions, the spring 2001 study with 6.8% and the 11.7% in the spring 2000 benchmark study. 

Among Midwest states, Minnesota (10.4%) followed Wisconsin in recall of travel-related advertising during the past 6 months then Michigan (7.5%), South Dakota (5.5%), Illinois (2.9%), Iowa (2%) and Indiana (1%). 

Through an integrated public relations, technology and advertising effort, the Department will continue to work to increase the customer recall of Wisconsin.

Core Geographic Markets

Wisconsin residents continue to account for the majority of leisure vacationers (52%) with 46% coming from other states and 2% from other countries. * Of visitors from other states, 20% are from Illinois,** 8% are from Minnesota and 17% are from all other states. International visitors make up 2% of the total Wisconsin travel market. 

To most effectively maximize the budget, the majority of our promotional efforts will focus on three proven primary markets: Wisconsin, Chicago, and Minneapolis/St. Paul. Advertisements in regional magazines, as well as increased emphasis on direct marketing, public relations and the Internet will allow us to cost effectively reach beyond these primary markets to other domestic travelers. 

Our alliances with Great Lakes of North America and Mississippi River Country allow us to reach an international audience, primarily Germany, the U.K., Canada and Japan.

*Davidson Peterson Economic Impact Study

**D.K. Shifflet Travel Expenditure Study

The Audience

Leisure travelers are the mainstay of Wisconsin's travel industry. The "aging of America" will also impact tourism favorably. During the 1990s, the 35 to 54 age group - the traditional family years - increased approximately 31% as Baby Boomers aged. 

In the next two decades, we'll see similar increases in the 55+ age group as the Boomers move into their golden years. In the 1990s, travel by that group increased nearly 50%. The potential is enormous and we must be ready to take full advantage of this trend. 

Along with the "aging of America," there are fewer families with children in the household. This may allow for more disposable income and time to travel as couples. The Gen-Xers are now moving into the family group. The older Xers are now reaching age 35 and beginning to have children. Those that have not are still traveling with friends and as couples.

Weather

Another trend affecting Wisconsin tourism is the change in weather patterns. A typical Wisconsin winter used to be cold and snowy from December into March. In the past few years, Wisconsin experienced milder winters, shorter summers and longer falls. While we can not change the weather, Wisconsin’s tourism industry can evaluate how they currently do business. As a state, we can increase promotions for the shoulder seasons, extend seasons and promote a variety of activities, non-weather dependent.

Technology

The Internet has had a major impact on many aspects of life and many industries, including tourism. To more fully understand how customers use the web, the Department conducted an online survey of www.travelwisconsin.com users from October 2001 through September 2002. Among other objectives, the Department identified the proportion of new versus repeat users, their primary purpose for using the Internet site and their seasons and activities of interest. To assist with any redesign efforts, satisfaction with the content and layout of the site was measured. 

Travelwisconsin.com serves approximately 170,000 visitors monthly. Over 61,000 publication orders were taken online in the first eight months of 2002. With the addition of the Trip Planner and an industry-wide product database, Wisconsin is offering mass customization on a one-to-one marketing basis to better serve this growing segment.

Market Segments  

Leisure Travelers 

Our research shows that this target travel population is divided seasonally and among families, couples and groups of friends. Although there are similarities between seasons, families tend to make up the largest segment of travelers during the summer; couples dominate during spring and fall; and groups of friends during the winter. 

Females somewhat more frequently request Wisconsin travel information. Forty percent of the Chicago and Twin Cities markets and 60% of our Web users are between the ages of 35 and 54. An additional 15-17% are in the 25 to 34 year old and 16% are in the 55 to 64 year old age bracket. The majority, 75%, has attended or graduated from college or technical colleges and a majority of households have incomes over $40K. 

Our marketplace is maturing; less than four out of ten travelers have children living at home; most with children between the ages of 6 and 17. As the Boomers age, we must continue to be aware of how their needs change. For example, more and more Boomers will become Empty Nesters looking to reconnect with their significant others. 

We must also look to grow new travel consumers. While Gen-Xers already play a significant role in the travel picture, they're starting to have children and will become the new family market. The single Xers are the young professionals traveling with friends and looking for adventure. 

Strategically, our marketing efforts will be targeted to those groups most likely to travel and have the greatest economic impact. Following are the targets for overall marketing, but it should be noted that these would be adjusted to accommodate seasonal or niche audiences.

Primary Market - Aging Boomers, age 54-65 traveling without children (Empty Nesters), Boomers, ages 35-54 traveling with children and Gen-Xers, ages 25-35, with or without children. 

Secondary Market - The Matures, 66+ years of age.

Meeting Professionals are a diverse group and usually fall within a specific industry segment. The segments include Association, Corporate, SMERF (Social, Military, Education, Religious, and Fraternal), Government and Independent. Meetings, conferences, conventions, and trade shows can be anywhere in size from 10 to 10,000 participants, and the impact they make on destinations can be significant. More than ever, planners are being asked to take on additional responsibilities, plan for more meetings with less lead-time and with smaller budgets, and identify an organization's return on investment. Planners are looked to as "purchasing resources - specialists in saving money by buying smart." Meeting Professionals today are looking towards the Internet as a timesaving measure that helps them to gather information, research destinations, submit RFP's and ultimately to book business. 

The Meetings and Convention (M&C) market has been identified as the second largest market segment within Wisconsin's tourism industry. Following the Leisure Travel segment, M&C grosses the second highest economic impact to our state's tourism economy. The Meetings & Convention Subcommittee of the Governor's Council on Tourism provides guidance and expertise to the Department in advertising and public relations for our positioning in this market. 

The Department of Tourism has identified the Wisconsin Association of Convention & Visitors Bureaus (WACVB) as one of our primary resources for the development of this market segment. The partnership has created the "Think Wisconsin" promotional campaign that includes a fulfillment guide and Web site. The Web site provides the ability to do facility searches by destination, size, or type, and offers the ability to submit RFPs online. It is designed to provide one-stop-shopping for meeting professionals. The "Think Wisconsin" theme has also been incorporated into trade shows, a co-op advertising piece, and a state and regional advertising campaign.

Group Travel Market

Wisconsin aggressively promotes the State as an attractive group leisure destination through our continuing relationship with Circle Wisconsin as a marketing partner.

In conjunction with Circle Wisconsin, research was conducted on the motorcoach operator segment of the leisure travel market. The goal was to increase group travel to Wisconsin through better understanding of the geographic opportunities and the seasonal activities preferred by this market segment. 

Combined state and industry marketing efforts occur in a variety of classic programs such as travel/trade shows and the development of promotions like "Europe Wisconsin Style." Fam tours are conducted in response to tour operator requests. The Circle Wisconsin Web site continues to be a valuable channel to communicate what's new and for tour operators to use when developing itineraries. The Web is used to gather leads for direct mailings, e-marketing and distribution of the Circle Wisconsin video. Keeping the site current and fresh remains a priority as motorcoach and tour operators become more reliant on it.

International

According to the World Tourism Organization, the United States ranks third in international tourism having generated over $73 billion in 2001. International visits to the U.S. during 2001 served 45.5 million travelers, a 10.6% decrease from 2000 due to the weak international economy, the exchange rate and the impact of September 11, 2001. However, interest in travel to the U.S. is increasing in the German market as the dollar has fallen against the Deutchmark, making travel more affordable. 

The average age of the international traveler is between 45-64, and they are often traveling with their spouse or family member. Their main incentives for traveling to Wisconsin are the Great Lakes, Mississippi River, natural scenery, and visiting family and friends. The most popular seasons are summer and fall. By the time the international traveler comes to the Midwest, they have already visited the United States 2-4 times. 

The Department of Tourism recognizes that the Great Lakes and the Mississippi River are key geographic attributes as international tourism attractions. The Department continues its partnership through a collaborative effort with area states that comprise the Great Lakes of North America, marketing primarily to Germany and England, and Mississippi River Country, for Japanese marketing activities. These strategic partnerships maximize the opportunities for international market exposure and growth. The Wisconsin International Tour and Travel Planner is distributed to our international partners, tour operators, media, travel trade, and leads generated from tradeshows and sales missions to provide information and motivation to visit Wisconsin.

Heritage and Cultural Tourism

Wisconsin's heritage is made up of a diverse array of natural, historical, cultural, scenic, and recreational components. Together they define an area or region's distinct character. Heritage and cultural tourism create new opportunities for tourists to gain an understanding of Wisconsin's rich history, cultural arts and traditions. The educational experience derived from historic sites and cultural events can be partnered with recreational activities, theme parks and shopping. 

Heritage tourism focuses on developing and marketing the cultural, historic, geographic and natural amenities of communities. The purpose is to ensure sustainable economic development. Heritage tourism knits together diverse sites and experiences that can be enjoyed in whole or in part by tourists interested in a taste of Wisconsin. 

According to a recent TIA(Travel Industry of America) study, visiting historic sites was the third most popular activity for U.S. travelers. Similarly, a Department of Tourism study showed visiting historic sites as the fourth most popular visitor activity in the state. 

Likewise, cultural tourism is an important leisure market segment and plays a significant role within the product offerings in Wisconsin. There are many new marketing and promotional opportunities that exist in urban and rural markets alike. The Madison Arts District, the Calatrava expansion of the Milwaukee Art Museum and a variety of Native American cultural offerings are a few of the examples. 

Heritage and cultural tourism product promotion will continue to be integrated into all aspects of the Department's marketing programs. For example, the Department distributes the Heritage Travel Guide and Art and Craft Directory. Numerous advertisements are placed, and public relations efforts specifically feature our state's heritage and culture.

Multicultural Audiences

Ethnic populations exist as one of the state's greatest untapped resources. More than 85 million people of color live in the United States, according to the 2000 Census figures, with nearly 13% (11 million) living in the Midwest. Today, one in four Americans is considered a minority, up from one in five during 1980. At current growth levels, 47% of our population will be what has traditionally been termed a minority by the year 2050. 

The African American population wields $490 billion of purchasing power and represents the 11th largest economy in the world. There are 6.8 million African Americans living in the Midwest. In 2001, African American travel rose to 69.6 million personal trips, up 16% from 1997, the biggest gain of any minority group. 

There are currently 35 million Hispanics, 11% of the US population. Hispanics' purchasing power stands at $452 billion with 3.1 million Hispanic Americans living in the Midwest. 

The Asian population, currently less than four percent of Americans, has a growth rate that is seven times the national average. These 11.8 million people have $254 billion purchasing power and are the fastest growing, and most affluent minority group. 

These figures alone present an unparalleled opportunity for the Wisconsin tourism industry. Large populations of these ethnic market groups are located within easy traveling distance of Wisconsin in the Chicago, Milwaukee and Twin Cities metropolitan areas. Identifying effective ways to attract urban travelers will be crucial to the future success of Wisconsin's tourism industry. 

Extensive multi-cultural focus group research conducted by the Department found that much like the overall market, vacation planning among minorities is based more on life stage rather than ethnicity. Similar to research conducted among other markets, destinations, seasons and activities among people of color are mostly dependent upon lifestyles and life stage. 

The findings also show that people of all ethnicities desire to be represented in general advertising and publications. They specifically noted that separate publications targeted to reach their ethnic group was not inviting and could border on stereotyping them into specific seasons and activities. People of diverse ethnic populations want to see images of people like themselves integrated into mainstream advertising and publications. 

Advertising and editorial can also serve as powerful invitations when placement is made in radio, television and print media that hold particular appeal to an individual ethnic population. 

Objectives: 

• Focus primarily on African American and Hispanic leisure summer travelers living in Chicago and pursue outreach opportunities with Hispanic and Asian cultural groups in all three markets of Chicago, Milwaukee and the Twin Cities through public relations and non-traditional marketing efforts. 

• Based on research, people of diverse ethnic cultures will be integrated into the general marketing campaign using the "Stay just a little longer" theme. Highlighting Wisconsin's diverse offerings though all 4 seasons by incorporating photography of couples, singles and families with children of all races and cultures will help ensure a welcoming invitation. Print and radio advertising in ethnic-specific media will further extend a targeted welcome. 

• The Department's photo library will be expanded to add people of diverse cultures in a variety of seasonal settings. Graphics will be integrated into the general advertising campaign and tourism publications. 

• Strengthen public relations programs to encourage interest and enthusiasm about Wisconsin among travel writers who produce editorials and stories for media appealing to Asian Americans, African Americans and Hispanics/Latinos. 

• Take advantage of the growing number of African American conventions and trade shows in Milwaukee and Chicago to showcase Wisconsin as a travel destination.  

• Maximize resources by coordinating marketing efforts where possible with other Wisconsin tourism industry partners.

The Film, Video and Commercial Production Industry 

The mission of the Wisconsin Film Office is to market Wisconsin's talent and workforce, variety of natural and cultural resources, diverse four-seasons and genuine Midwestern hospitality to the film, video and television commercial production industry. The Wisconsin Film Office serves as an information clearinghouse for the state's film industry. 

Maintaining an accurate database of local Wisconsin crew, equipment and logistical services drives the offerings of the Film Office. This database provides information to the Web site, filmwisconsin.org and the production guide. 

The Film Office distributes information to the Wisconsin film industry, including upcoming cast and crew calls, through a monthly e-mail newsletter, news releases, and the Wisconsin Film Office hot line (800-FILM WIS). 

To promote Wisconsin as a location for both studio location filmmaking, and for resident filmmakers and production companies, several trade specific publications, industry directories and regional newsletters will be targeted. 

Additionally, the Film Office will support the Wisconsin Film Festival by assisting in advertising and promoting the event as well as by supporting the Wisconsin's Very Own segment that features in-state film makers. 

Sport and Travel Shows 

Each year the Department promotes Wisconsin at multiple consumer, travel and sport shows, through a display booth-featuring photos of the diverse four seasons as well as Department publications and association publications. The shows reach potential travelers who may not get Wisconsin travel information from any other source. They also provide a one-on-one marketing opportunity and the ability to directly sell Wisconsin's friendly people and hospitality. Special Department promotions are often conducted at sports shows.

Following is a list of shows and dates: 

Show name	Dates	Location	Attendance
E.A.A Fly-In	July 23-29, 2002	Oshkosh	750,000
Ducks Unlimited	Aug 16-18, 2002	Oshkosh	65,900
Wisconsin State Fair	Aug 1-11, 2002	Milwaukee	773,650
Chicago Ski and Snowboard Show	Nov 7-10, 2002	Chicago	38,000
Rockford Camping and Travel Show	Jan 11-13, 2003	Rockford	18,000
Chicago Sport Show	Jan 15- 19, 2003	Chicago	80,000
Chicago Boat and RV Show	Jan 1-5, 2003	Chicago	57,000
Rochester Sport, RV, and Outdoor Show	Jan 31-Feb 2, 2003	Rochester	60,000
Des Moines Sport Show	Feb 12-16, 2003	Des Moines	38,320
Chicago Golf Show*	Feb 14-16, 2003	Chicago	18,000
Indianapolis Sport Show	Feb 14- 23, 2003	Indianapolis	189,000
Minneapolis Golf Show*	Feb 23-25, 2003	Minneapolis	21,000
Minneapolis Sport Show	Mar 4- 9, 2003	Minneapolis	203,040
Milwaukee Golf Show*	Mar 7- 9, 2003	Milwaukee	17,189
Milwaukee Sport Show	Mar 14- 23, 2003	Milwaukee	147,000

* Partnering with Golf Course Owners of Wisconsin

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Wisconsin Travel Information Centers (WTIC)

The 12 Wisconsin Travel Information Centers are visited by over 1.2 million travelers a year and offer many opportunities to our industry partners to promote events, attractions and destinations. The WTICs will continue to provide publications for the entire state as well as regional, county and local guides. The WTICs will also continue offering programs that allow tourism organizations to display videos and exhibits at the centers.

For more information on the WTIC literature approval, video approval and display/exhibit policies, visit http://agency.travelwisconsin.com/Programs/wtic.shtm.

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Direct Marketing

E-Mail Marketing

The goal of the e-mail marketing program is to use technology as a one-to-one communication tool with customers. The e-mail marketing program is able to simplify customers' lives by providing them with timely communications and ideas for planning their Wisconsin travels. Through this strategy, the customer will be encouraged to stay longer, make more frequent trips, and try new things. The ultimate result is increased economic impact in Wisconsin. The objectives of this program are to: 

• Increase the number of e-mail addresses in the customer database; 

• Target communications based on customer profiles and opt-in requests by customers; 

• Maintain a high-quality e-mail list; 

• Maintain consistently high HTML open rates and click-through rates; and 

• Cross-sell the e-mail marketing programs and other department initiatives where appropriate. 

The target markets for this program include: 

• Customers who have opted to receive future promotions from us and have provided their e-mail address; and 

• Prospects matching the profile of our customers who can be reached via e-mail.

Direct Mail

The goal of the direct mail program is to target mailings based on customer needs and profiles found in the customer database. Seasonal campaigns will continue with this program, which includes proactively mailing the Events & Recreation Guides to customers who requested the guide in the previous year. The objective of these mailings is to get information in the hands of customers before the season starts so they can do their travel planning ahead of time. The mailing schedule is as follows: 

Aug '02 - 2002/2003 Fall/Winter Event & Rec Guide, Fall Sampler 

Jan '03 - 2003 Spring/Summer Event & Rec Guide, Spring Sampler, Lodging Guide 

Other direct mail campaigns will be implemented as appropriate to supplement our advertising efforts and to reach targeted segments of the customer database.

Co-op Direct Marketing Program

The goal of this program is to assist Wisconsin travel-industry-related businesses and destinations in conducting targeted marketing campaigns to efficiently and effectively promote tourism. This program is available in two forms: 

Mailing Addresses - Names and mailing addresses from the Department's database are available for purchase for $10 per thousand. These direct mail names can be ordered by the month the customer contacted the state for information, by the customer's zip code and by the Tourism publication they requested. 

E-Mail Addresses - Names and e-mail addresses from the Department's database are available for purchase for $50 per thousand. The goal of this program is to assist destinations in launching their own e-mail marketing campaigns. These names can be ordered by zip code, publication ordered, and month of the contact.

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Publications

The vast majority of all customers seeking Wisconsin vacation planning information request printed publications. This includes visitors to the Department's Web site, those who stop at our travel information centers, and those who call our toll-free phone numbers. 

To meet that strategic need, the publications program produces printed information in three broad categories - events, attractions and recreational facilities. These publications seek to: 

• Lure customers - with attractive images, articulate copy and superior graphic design; 

•  Inform customers - with timely and accurate information; 

• Help customers - with customer-friendly publications that are easy to use; 

• Prompt customers - with specific travel ideas in specific seasons; and 

• Maintain a high ROI - with the practiced selection of information suitable for print presented in cost-effective formats.

 Publications printed on an annual basis include the Spring and Fall Samplers, the Spring/Summer and Fall/Winter Event and Recreation Guides, and the State Parks Visitor Guide. The publications printed bi-annually include the Biking Guide, Travel Guide, and Heritage Traveler, (all were produced in 2002 and will be reprinted as necessary for distribution in 2003). 

Production Note: Work on any publication begins well in advance of its release date. For example, the release date for the 2003 S/S Event & Recreation Guide is December 15, 2002. To meet that deadline, Extranet Partners must update their summer event and recreation data by August 15. Over the next six weeks, Department staff verifies and selects data for publication. On or about October 1, information for publication is drawn from the database and sent to graphic design. Graphic design has four weeks to layout pages, select photography, proofread and finalize the publication. By November 1, the project is sent to a contract printer who has six weeks to produce and approve printer proofs; then print, bind and deliver the project by December 15. It takes a long time and lots of pre-planning to produce a timely and accurate publication.

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Advertising Plan  Fall | Winter | Spring | Summer

Leisure Travel – A Seasonal Approach

Fall 2002

Travel during the fall continues to grow. In 2001, fall travel expenditures (Sept.-Nov.) increased to $2.7 billion. Since 1996, fall expenditures have shown the highest growth of all seasons. 

Target Markets: 

Our primary geographic markets for fall include Wisconsin, Chicago/Northern Illinois, Minneapolis/St. Paul and Eastern Iowa. Overall this seasonal target skews older. Demographically, we'll target people 25-75 without children in the household or those traveling without children. Children are back in school and people enjoy the "slower" travel pace. 

Objective: 

Our objectives are to continue to promote Wisconsin as the number one destination for fall color and harvest season activities; to increase expenditures and repeat visitors; to attract new visitors; and to extend the season. 

Strategic Approach: 

We will continue to promote Wisconsin as the best Midwest destination for fall color by focusing on the stunning natural beauty of fall in Wisconsin while promoting heritage, festivals, events, seasonal sports and the chance to reconnect with loved ones. Fishing and golfing will also be promoted in order to extend the season. 

Tactics: 

Fall Sampler Inserts - Fall Samplers continue to be the key element of this campaign. By inserting them into publications we are able to get the information into the target's hands early on. Samplers are inserted into several regional publications and in the regional circulation of some national magazines. In some cases the Samplers are attached to a full-page four-color ad. 

Newspaper - Newspaper ads run in most markets (one to two hits for each paper). Four-color ads are important, but have proven challenging in some papers. Two ads will promote seasonal events. 

Radio - 10-second traffic radio spots will run throughout Chicago, Minneapolis and Milwaukee markets in September and October. Messages will highlight fall seasonal reports and the Web site. 

Internet - A combination of editorial, ads and links promoting fall in Wisconsin will run on Startribune.com, Chicagotribune.com and Jsonline.com.

Winter 2002-2003

Our efforts promoting both outdoor and indoor winter getaways, while being prepared to address weather issues, continues to pay off. In 2001, Winter/Spring expenditures (Dec.-Apr.) increased to $3.4 billion. 

Target Markets: 

Our core geographic markets for winter are Wisconsin, Chicago/Northern Illinois and Minneapolis/St. Paul. Demographically, we'll target Gen-Xers and Boomers, ages 35-44, who makeup more than half of the winter traveler group. Winter enthusiasts will also be targeted, especially snowmobilers and cross-country skiers. 

Objective: 

We'll focus on continuing to grow the season by appealing to winter enthusiasts while inviting others to sample our indoor offerings. 

Strategic Approach: 

We'll continue to brand Wisconsin and sell the inside/outside story of winter highlighting not only snow fun, but other sports, performing arts, indoor waterparks and most of all relaxing and reconnecting with loved ones while surrounded by Wisconsin's winter wonderland. The media plan will be timed to reach both early and in-season planners, as well as flexible enough to allow time to react to changing weather. 

Tactics: 

Television - For the second year, 30-second winter television ads will run, highlighting the many things that make winter great in Wisconsin while extending an invitation for people to come and stay just a little bit longer. Television will target both early and in-season planners in Chicago and Minneapolis, as well as the in-season planners in Milwaukee and Green Bay/Appleton markets. 

Radio - Ten-second traffic radio will be utilized once again to promote snow condition reports and events. The medium allows us to be flexible to the weather and change messages quickly. 

Newspaper - Newspaper ads will complement the television throughout the season. A variety of creative executions will be rotated and can be adjusted to accommodate weather if needed. The majority of ads will be 4 Column by 10-1/2 inches and black-and-white. Themes include culture, winter sports, and indoor waterparks. 

Winter Enthusiast Publications - Ads promoting snowmobiling will run in winter issues of City Sledder, Minnesota Snowmobiling, Illinois Snowmobiling and Iowa Snowmobiler. Ads promoting cross-country skiing will run in Cross Country Skier Magazine. 

Internet - Editorial, ads and links running on Startribune.com, Chicagotribune.com and Jsonline.com will be changed to reflect a winter message. Messages will promote guides, snow condition reports and events. 

Co-op Programs - Once again, industry partners will be able to target winter sport enthusiasts through the Winter Magazine Co-op Program. These include discounted advertising opportunities with various regional, snowmobiling and cross country skiing publications, such as Wisconsin Trails, Midwest Living, American Snowmobiler, Wisconsin Snowmobile News, Illinois Snowmobiling and City Sledder.

Spring 2003

Our efforts have paid off for spring. Travel expenditures continue to rise. As a result we will continue to fine-tune our efforts promoting the various spring activities. These efforts will work hand in hand with the many summer marketing efforts.

Target Markets: 

Our core geographic markets for spring include Wisconsin, Chicago/Northern Illinois and Minneapolis/St. Paul. Gen-Xers and Empty Nesters also dominate this season and are the primary target. The majority of spring travelers are couples and friends traveling in groups. 

Objective: 

Our objective is to promote travel during the spring months, increasing the frequency of trips among current travelers and reaching out to new visitors. 

Strategic Approach: 

Like fall, spring is a short season. As a result, we'll focus on getting information in the consumers' hands quickly. We'll continue to position spring as a time of renewal with beautiful scenic images, as well as a time to get back outdoors. 

Tactics: 

Spring Sampler Insert - In order to get the information in the consumers' hands quickly, we'll insert the Wisconsin Spring Sampler into publications targeting Wisconsin, Chicago and Minneapolis markets. Possible publications include Midwest Living, Wisconsin Trails and Chicago Tribune Sunday Magazine to name a few. Magazine In some magazines, a full-page, four-color, ad will accompany the Spring Sampler insert. Chicago Tribune Sunday Magazine, Midwest Living and Wisconsin Trails among other magazines are under consideration. 

Television - Wisconsin will have a presence on television through its partnerships with the Discover Wisconsin, Waters & Woods and Babe Winkleman television shows. Thirty-second spots will run throughout the season on each show. 

Radio - We'll utilize radio sponsorships with Learfield Communications, Tent Show Radio and regional radio traffic reports to deliver messages about spring events and activities. 

Internet - As with the other seasons, editorial, ads and links will be changed to reflect spring on Jsonline.com, Chicagotribune.com and Startribune.com. 

Co-op Programs - Industry advertisers can target fishing and outdoorsmen through the special fishing co-op program. This includes advertising opportunities in Wisconsin Outdoor News, Wisconsin Outdoor Journal, Waters & Woods Magazine and Midwest Outdoors. In some cases, there will be a full-page, four-color ad promoting fishing in Wisconsin along with special Wisconsin editorial. Other issues will include a special fishing co-op banner.

Summer 2003

Summer continues to be Wisconsin's top tourism season with travelers spending $5.3 billion between May and August of 2001. 

Target Markets: 

Messages will target households in our core markets of Wisconsin, Chicago/Northern Illinois, and Minneapolis/St. Paul with some attention to the overall Midwest region. Demographically, we'll target Boomers, ages 35-54, with or without children at home. We know that summer is definitely the "family" season, with close to 43 percent traveling as a family or extended family. 

Objective: 

Our objective is to increase travel during the summer through increased awareness, repeat visitors, and new visitors. We'll also strive to motivate travelers to stay longer. 

Strategic Approach: 

We'll continue to leverage the "Stay" campaign to brand the state and motivate people to come and stay longer. Creative will promote themes of relaxation, romance, extended family bonding, exploration and beautiful surroundings highlighting what is unique about Wisconsin. Messages will be timed to reach early planners, as well as in-season planners. 

Tactics: 

Television - This year, we'll freshen the "Stay" television spots with some new footage. We'll alternate two 30-second spots throughout the season in our major metro markets, one targeting families and extended families and one targeting couples and groups of friends. 

Radio - Radio messages will run during the months of May and June in Chicago, Milwaukee and Minneapolis. Radio buys with Whad' Ya Know and Big Tent Radio will be utilized to promote events and activities from around the state. 

Magazine - Magazine ads further allow us to appeal to the consumer emotionally. It will highlight activities and reinforce the messages seen and heard on television. 

Newspaper - Newspaper ads will be timed throughout the season in our core markets and will highlight the many things to do in Wisconsin. Brochure page ads will be placed in various regional publications to drive inquiries for guides.

Internet - Last year, we built partnerships with a variety of Web sites, allowing us to increase our presence with editorials, ads and links. This year, we'll continue to fine-tune and further develop the programs. Online creative messages will promote guides, activities and events.

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Research Initiatives

Tracking Wisconsin's Market Presence 

The Department launched a new marketing survey designed to track activities, group composition and satisfaction with travelers currently on leisure trips. The study is a follow-up to the Four Season In-Market study conducted during 1997 and 1998. There will be four areas studied in each season. A report will highlight the finding from each area as well as a composite for the season. Once all seasonal studies are complete, a comparative summary will be prepared. The study begins in fall of 2002, winter during 2002/2003, with the spring and summer segments completed during 2003. 

Economic Impact Performance Measurements 

The Department will continue to use the Davidson-Peterson study to track the annual and seasonal statewide and county-by-county economic impact of travelers on the state. An important new element this year is that the study will be done on a four-season basis as opposed to the traditional three-season basis. This is so that the economic impact figures will track with the four-season marketing approach. 

As a complement to the overall economic impact study, a separate study conducted by D.K. Shifflet on an annual and seasonal basis identifies the percentage composition, by state of origin, from which Wisconsin draws its leisure travelers. As a portion of this study, the percentage of leisure trips, on both a seasonal and annual basis, determines which states Wisconsin residents and those in the Chicago and Twin Cities Designated Market Areas (DMA) travel for leisure. 

Specialized Marketing Research 

The Department provides the industry with technical assistance on conducting specialized research studies on their visitors. Assistance is available with survey development, development of training materials, field personnel training, statistical analysis of data and report preparation. 

Using a variety of secondary data, the Department compiles information for use in the marketing efforts of the tourism industry. For example, profiles of 15 Midwestern DMAs were extracted from the Standard Rate and Data Service report, The Lifestyle Market Analyst, and are available to the industry to help guide marketing efforts. 

Secondary data, in-house research, and national travel trends are highlighted in the monthly Tourism Travel Tracker. This research bulletin is published in Tourism Today and Marketour as well as via e-mail subscription service.

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Joint Effort Marketing (JEM)

The Joint Effort Marketing (JEM) program provides partnership funding to help non-profit organization applicants promote tourism while maintaining a strong local tourism base in Wisconsin. 

The state funds up to 75% of a project's first year advertising and marketing costs, but no more than 50% of the project's total budget. The program also offers grant support during the second and third year of a new project, but at lower levels each year in hopes that the project will become self-sufficient. To be funded, projects must complement or supplement the state's overall tourism marketing strategy. 

The JEM program offers non-profit tourism organizations a variety of options to assist in the development of marketing initiatives, with grants in five different categories; Destination Marketing, New Event, Sales Promotion, Existing Event, and One Time, One-of-a-Kind.

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Technology Marketing

To meet the diverse travel planning needs of today's travelers, the Department will continue to enhance WDT2000, a technology initiative launched in 2001 that streamlines the Department's ability to promote, collect and distribute Wisconsin travel information through its Web site, Call Center, publications and other promotional tools. 

New in 2003 

1. Enhance travelwisconsin.com design - Redesign site to improve the look and feel to match our current marketing/branding efforts, add multimedia components such as IPIX photography and Flash presentation of Wisconsin, and improve the ability to maintain the site. 

2. Create Consumer Profiles/Accounts through WDT 2000 - WDT will allow the consumer to establish a password via the Web site to manage their contact information, eliminating the need to provide required contact information for various types of fulfillment requests; identify their interests so the Department can send them targeted messages and information; manage their opt-in e-mail information and publication subscriptions with the department, and save their trip planners for a period of time. This profiling allows us to provide effective 1-to-1 marketing to these customers, ultimately, improving our ability to convince them to vacation in Wisconsin and spend money. 

3. Enhance E-mail communications - WDT has more than 70,000 e-mail subscribers receiving a variety of e-mail news from the department. The Department utilizes a third party vendor to manage the technical requirements of the e-mail campaigns. We will continue utilizing the e-mail vendor to execute the campaigns, but enhance our communications by offering HTML e-mails as well as text and more interest-based subscriptions (i.e. golf or fishing). We will also be transferring the management of all e-mail subscriptions to WDT 2000 (see #2), which is consistent with our enterprise database strategy. 

4. Make WDT 2000 Functionality Available To Wisconsin Travel Information Centers (WTIC) - WDT recognizes that the WTIC facilities and personnel play a significant role in influencing the travelers' expenditures, length of stay and overall Wisconsin travel experience. Accordingly, we will bring WDT 2000 functionality to the facilities, the personnel and the visitors where possible. These include providing the ability for WTIC personnel to utilize the WDT 2000 services and piloting a Web-based kiosk and hotline in our Beloit WTIC. This kiosk will primarily offer access to travelwisconsin.com, e-mail services, weather and a hotline phone that dials directly to our call center.

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Public Relations Strategic Plan  

Overview

The publicity program is the core element in our public relations program. The one-to-one quality customer service concept is the underlying approach to all media contacts and fulfillments. Successful publicity is the result of relationship building through pro-active "pitch" calls and letters or fulfillment of customized information requests that arrive via e-mail or the media-only hot line. Our goal is to increase visibility in national travel publications and television shows while also capitalizing on opportunities with niche publications, networks, and audiences.

Magazines (travel, general interest and specialty) - Our strategy includes highlighting events with national appeal and developing compelling descriptions, limiting events to 10-15 per season that are diverse in type and geography. Send events list and story idea list quarterly. Develop special list of 50-70 top national publications, television shows and television networks with extremely long lead times and research/pitch ideas individually to them. This list would also include publications with shorter lead times that have indicated that they will only consider ideas/materials developed solely for them and not general press kit materials. 

Deskside Visits - Set up deskside visits with key Midwest media targets to establish relationships and pitch Wisconsin destinations, events and attractions. Continue participation in Travel Media Showcase annual conference. Schedule New York trip to reach national outdoor, women's, family and travel publications. 

Cable Television - Pitch specific story ideas to travel and outdoor recreation cable networks/programs. Targets include ESPN's "Fly Fishing America," TNN's "Ducks Unlimited" and other fishing and hunting shows. Also, we will research opportunities on the Travel Channel and other niche cable/syndicated programming, such as HGTV, The Food Network and The History Channel. Continue to shoot broadcast-quality b-roll for television pitches and fulfillments. We have increased our budget amount for helping production companies interested in filming here with travel expenses. Create a media list of independent production companies who produce travel and outdoor-related shows for cable networks. 

Wisconsin Travel Web Site - As more travel planners use the Internet to plan vacations, public relations will continue to focus much of its energy on updating content on travelwisconsin.com and Wisconsin Department of Tourism's "partner" sites, which include startribune.com, jsonline.com, and others as they come up. Continue to review design and provide content for Department Web site segments including Weekly Features, Seasonal Special Focus, Seasonal printed trip planner and Bi-Weekly Trip Planner Feature sections. Additional efforts will include actively publicizing the site's online publication ordering capabilities, query ability, customized travel-planning counseling capabilities and online newsletter services. New in 2003 will be a separate page of thumbnails for the 360-degree panoramic photography. Assist with redesign of the Department Web site to ensure easy, user-friendly navigation and comprehensive, up-to-date information. Expand and monitor vacation packages and deals section. Promote online event and data submission to the industry. 

E-mail Newsletters - Public Relations will continue to develop content for the customer e-mail newsletter, including topic outline creation, copy writing, and choosing images. The objective will be to drive direct traffic to travelwisconsin.com. Based on the success of our travelwisconsin.com promotions, we will continue featuring and developing online promotions. Public relations will also create content for industry- newsletters (Marketour, Tourism Today and Travel Tracker), and the Film Office newsletter Crews & News. Review design of the Customer E-mail Newsletter to ensure optimal success and use after Web site redesign. 

Promotions - Explore opportunities with Midwest Express, Trek, Harley-Davidson and other Wisconsin-based organizations to feature Wisconsin travel information, packaging opportunities, distribute travel materials, etc. Develop seasonal promotions for all three major markets (Chicago, Milwaukee and Minneapolis) and nationally to build publicity and extend a targeted message about a season or set of activities, awarding winners with travel packages, recreational products and other travel/leisure activity-related prizes. Leverage advertising buys with on-air promotions. Develop promotion concepts with program directors and scripting material for on-air personalities. Educate the tourism industry on the value of participation in promotions. Use promotions as an opportunity to develop traditional partners, such as media and industry ties, along with nontraditional groups, including retail and other Wisconsin businesses. Explore possible Harley-Davidson opportunities with the upcoming 100th Anniversary (Jay Leno). Direct mailing to Harley Owners Groups through Harley-Davidson.  

State Parks and State Historic Sites Publicity - Continue to include "Year of the Trails" in materials through Fall 2002 season and then develop a state parks press kit highlighting 2003 projects such as birding. Highlight state parks and state historic sites wherever possible in Department communications/projects. This includes seasonal press kits and press releases, fam tours, Web features, Spring and Fall Samplers, teacher kit, e-newsletter, and NAPS television release on state trails. Maximize news potential of State Parks' and State Historic Sites "Open House Day" through a press release, Web features, radio interviews, and customer e-newsletter. Continue to shoot new state parks photography, particularly shots with multicultural travelers. 

Travel Web Sites - The Internet is more important than ever before in the travel decision process. As such, the Department will increase its emphasis in online publicity/relationship marketing elements by developing a comprehensive media list of travel Web sites and providing them with Wisconsin materials. Subscribe to Interactive Public Relations newsletter. Continue to monitor other PR newsletters and e-newsletters (including PR Week, Travel Publicity Leads and TipWorld) that provide information on travel Web sites. Continue to contract with online monitoring service CyberAlert. Send periodic pitch e-mails to specific Web sites and contacts. Develop seasonal topic-idea preview kit with digital photos (delivered via e-mail).

 Wisconsin Video (B-roll) - Provide film/video footage to television media, such as "The Today Show" and The Weather Channel. Shoot additional footage for fall and spring seasons. Footage can also accompany media interviews and be used for other fulfillments as they present themselves. Additionally, offer b-roll when doing proactive pitches.

Wisconsin Photography - Send new 80-image CD-ROM photo disc based on new photography shot in 2002 to top newspaper and magazine contacts. Work with DNR to supplement existing shots of state parks, ATV-ing, fishing, snowmobiling and other DNR-supervised outdoor activities. Hire photographers as needed to get specific shots on a seasonal, as-needed basis.  

Wisconsin Events Radio/Northern Illinois Events Radio - Continue weekly events reporting with Wisconsin Radio Network (50+ affiliates) and 25 additional stations. Initiate weekly events radio reporting in Northern and Central Illinois, utilizing the same information as in Wisconsin.

Family Market - Capitalize on the trend of closer-to-home family travel and the frequency of combining family and business travel with the following efforts by presenting family vacation tips and destinations to parenting magazines. Update the existing family press kit. 

Classroom Program - Timed to Tourism Week in May, continue the classroom packet for fourth-graders, including the Wisconsin Reader, travel-related curriculum ideas, letter to teacher, letter to parents and other items. 

Reunion and University Plan - The goal of this program is two-fold: to motivate current or former Wisconsin residents to organize reunions that will bring their family members, former classmates, etc., to Wisconsin from outside of the state and, secondly, to get university students in Wisconsin to plan travel within the state. Publicize availability of Reunion Kit and pitch feature stories on particularly large or unusual reunions. Make seasonal contact with Alumni Relations and Campus Life personnel at colleges and through these contacts, distribute "mini-lure" pieces to universities and colleges. Get schools to include mini-lure in their orientation materials. Work with campus life offices to place Wisconsin Tourism publications in student unions and in "welcome" packets. Target student newspapers with releases on events and activities of interest to college students and information about travelwisconsin.com.

Meetings & Convention Program - Aggressively leverage media buys done by the Department partners (such as WACVB and GMCVB) with trade publications. Travel topics aimed at the meeting market will focus on golf, spa/fitness resorts and family activities in addition to specific destination cities. Pitch family destinations and bringing the family to meetings to in-flight magazines of Midwest Express and Northwest. Continue sending Department publications to top Wisconsin companies and explore other opportunities to reach the stakeholders of these companies.

Industry Marketing Support - Continue the bi-monthly Marketour industry newsletter, offering public relations and marketing tips and ways for the industry to tie into Department programs. Send out biannual letter to destination marketing organizations asking for photos and brochures.

Motorcoach and Group Travel Market - Modify press kits for motorcoach media based on new Circle Wisconsin research. Move to press mailing on an annual basis. Continue to fulfill requests received from hot line and Department contacts.

International and Canada - International marketing activities will focus on the United Kingdom, Germany and Japan as well as Canada (particularly Ontario). Continue to fulfill requests received from hot line and Department contacts.

Niche Markets PR Program - Identify niche media categories that can be mined for publicity exposure to enthusiast audiences with a natural proclivity for Wisconsin activities and attractions. Media targets include Web sites as well as magazines and newsletters. Develop specific releases on Wisconsin's offerings in each of these categories, along with suggested story ideas.

Public Relations Assistance to the Media - Public Relations assistance to the media is available through the 1-800 line, online Press Room, and online Press Trip Form. Media fulfillments will go directly from the Department to the agency using Vocus software while urgent fulfillments will be relayed via phone. This year, online photography will be changed to all new images and will include a link to the Department's new panoramic photography. The Department will explore download viability.

Leisure Market Seasonal Publicity

2002 Fall Program

Objectives 

• Promote Wisconsin as a top national vacation destination that offers spectacular fall color and many ways to enjoy the season. 

• Encourage Midwesterners to stay close to home - promote Wisconsin to residents and nearby Midwest states as a fall destination that rivals the East Coast. 

• Emphasize the extended season possibilities to potential travelers and the industry. 

Strategic Approaches: 

• Provide travelers with information about Wisconsin's variety of fall activities, including fall festivals and events, wildlife watching, hiking, biking, and train and boat excursions. 

• Promote urban activities by highlighting fall festivals and city parks/walks. 

• Appeal to the outdoor enthusiast/adventure traveler interested in hiking, biking, climbing, canoeing/kayaking, and fishing.

2001-2002 Holiday/Winter Program

Objectives 

• Promote Wisconsin nationally as a vacation destination that provides the classic outdoor winter experience. 

• Promote Wisconsin to residents and nearby Midwestern states as a destination with a diversity of offerings, both indoors and outdoors, urban and rural. 

• Increase awareness of non-weather dependent leisure activities, particularly indoor activities, within target markets. 

Strategic Approaches  

• Highlight non-weather dependent activities, such as performing arts and indoor waterparks. 

• Target "action travelers" and niche market segments (such as snowmobilers and skiers) with information about activity-driven and/or hobby-related winter travel and recreation options. 

• Target families using outdoor and indoor recreation activities popular with kids. 

• Target couples with information on romantic getaways, both urban and rural. 

• Appeal to the "nostalgic" consumer interested in rural travel with small-town holiday festivals.

2002 Spring Program

Objectives 

• Promote Wisconsin nationally and regionally as a top summer destination with a diversity of cultural and recreational offerings, both urban and rural.  

• Promote travel during spring among residents and travelers in nearby states.  

• Increase awareness of spring activities. 

Strategic Approaches 

• In early spring, encourage consumers to get out of the house to sample indoor activities and outdoor recreation options. In late spring, position spring activities as a preview of summer. 
• Promote Wisconsin as an ideal family destination, emphasize the arts and maximize Wisconsin's standing as a "Top 10" state for activities like fishing, boating and golf.

Contact: Sarah Klavas, Marketing Director