VISIT Milwaukee is launching a six-figure winter shopping advertising campaign hoping to target visitors in search of unique gifts and multi-day shopping excursions to the city.
With the help of a $39,550 Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism, VISIT will launch a $100,000 print, online and social media marketing campaign on Nov. 1.
VISIT has set up a website for the campaign: www.visitmilwaukee.org/holidayshop that will be live on Nov. 1.
“The Shop Milwaukee campaign will have a statewide reach, supported by paid advertising and earned media, highlighting the Greater Milwaukee area as Wisconsin’s premiere shopping destination,” said Kristin Settle, VISIT Milwaukee spokesperson. “The campaign will also include discounts to local hotels, restaurants, shops and attractions to encourage retail tourism to our area. And the best news is that locals can take advantage of these offers as well.”
VISIT Milwaukee anticipates nearly 28,000 visitors will travel to the area as a result of the promotion, generating an estimated $1.8 million in spending at local restaurants, hotels and retailers.
“With everything from shopping malls to locally-owned boutique stores, the greater Milwaukee area is booming with holiday gift opportunities,” Tourism Secretary Stephanie Klett said in a written statement. “We’re excited to be a part of a campaign that allows visitors to experience Milwaukee’s shopping, dining and entertainment venues.”
In fiscal 2015, the Department funded 59 Joint Effort Marketing projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $31 million. In 2014, the tourism economy in Wisconsin totaled $18.5 billion, a more than five percent increase from 2013. Total business sales in Milwaukee County topped $3.2 billion in 2014, supporting nearly 31,000 jobs and more than $217 million in state and local taxes.
The campaign focuses on Mayfair Mall and The Mayfair Collection in Wauwatosa, Pleasant Prairie Premium Outlets, Johnson Creek Premium Outlets and shopping in Milwaukee’s Historic Third Ward and the Milwaukee Public Market, as well as other popular regional shopping locations.
The campaign also promotes Milwaukee’s hotels, restaurants, theaters, spas, and winter events as part of the shopping experience.
“Annually, retail tourism contributes $809 million to the region, and we expect a regional economic impact of over $1.8 million for this campaign alone,” Paul Upchurch, president and CEO of VISIT Milwaukee said in a statement.