Betting that high gas prices will prompt more families to take “staycations” this summer, the Wisconsin Department of Tourism is launching a new marketing campaign in the Midwest.
The “Picture the Fun” campaign is intended to inspire travelers in Wisconsin to discover and share their idea of fun this summer.
The campaign will run in markets across Wisconsin, Illinois, Michigan, Minnesota and Iowa, and feature TV spots, radio spots, print and digital ads, out-of-home marketing efforts, public relations, social media executions and advertising with the Chicago Transit Authority.
Additionally, campaign extensions will run on TravelWisconsin.com and the Department of Tourism Facebook page and Twitter feed throughout the campaign, and will include: notable guest bloggers with ties to Wisconsin; a “Summer Fun Report;” and a “Picture the Fun” photo contest.
Free Travel Wisconsin iPhone and Android apps also are available for download and help travelers find local attractions, lodging, dining and recreation throughout the state.
In one of the three new 30-second TV spots, actor Henry Winkler, who portrayed the character “Fonzie” in the “Happy Days” TV show, set in Milwaukee, makes a cameo appearance.
“The people of Milwaukee and Wisconsin have always embraced my family and me with their warmth,” Winkler said. “I was so pleased when I was asked to play a role in promoting Wisconsin because of the admiration I have for the state.”
“The State of Wisconsin is well-positioned to really separate itself from the competition with this campaign,” said Gov. Scott Walker. “The Department of Tourism’s primary focus is to market the state and grow the tourism economy, ultimately creating jobs through effective marketing. The creative platform we’re rolling out will enable us to effectively compete for tourism dollars and meet those objectives.”
“Our campaign will hit the mark for travelers by appealing to the emotional experiences that come with a Wisconsin vacation,” said Department of Tourism Secretary Stephanie Klett. “Our goal is to inspire travelers and make it easier for them to find fun this summer. The state’s diversity of fun tourism offerings provides the traveler with limitless options.”
The state’s budget for the campaign was $3.15 million.
Milwaukee-based Laughlin Constable is the agency of record for the Department of Tourism. The campaign features the work of Wisconsin talent, production crews and musicians.
