Wisconsin’s Department of Tourism this week unveiled a new marketing campaign for the state, not a new slogan or the do-it-yourself approach that flopped during the Doyle Administration, but a well researched, cost-efficient and graphically attractive program to revive tourism in the Badger State.
The “Picture the Fun” campaign developed by the department and its agency, Laughlin Constable, is outstanding in many ways.
• The first three of many planned 30-second television spots are crisp and to the point. In the Milwaukee spot, a young couple visiting Milwaukee takes in the Calatrava, Lake Michigan and, yes, the statue of the “Fonz” on Milwaukee’s RiverWalk. A cameo by actor Henry Winkler is included, but the spot does not depend on the Fonz. It focuses on the many fun activities in Milwaukee and the pictures that can be taken…probably by a smartphone.
• Two other 30-second spots are aimed at family fun throughout the state and the many activities for “empty nesters.” They are equally well done and continue the “picture the fun” approach.
All three spots are polished, emphasize snapshots and contain no dialog. The pictures are definitely worth thousands of words. In addition, the campaign features Wisconsin talent, production crews, musicians and background music created by Wisconsin artists. It’s a refreshing change from the campaign that had to be redone because permission had not been granted to use of a non-Wisconsin soundtrack.
• While It is not unusual for the state to look south to the big Chicago market, the way Wisconsin does it in this campaign is somewhat groundbreaking. For the first time, print messages will fill the ceilings of Chicago buses. Again it’s the “Wisconsin is Fun” message, written larger than life. The best of the bus ceilings is a look at fish and someone fishing… from the bottom of a lake. Side panels also will be used, but the Wisconsin ceilings are sure to wake up riders and get them thinking of all the fun available in Wisconsin.
• The campaign also is linked to social media, recognizing that visitors share their “fun” experiences on Facebook, Twitter, Linked-in and other platforms. Some print presentations cleverly mimic social media sites and should encourage “Wisconsin is Fun” to go viral around the country and the world.
• The common thread of the campaign are photos of all the activities available in Wisconsin. The state takes that one step farther by encouraging visitors to submit their favorite pictures in an ongoing contest. The plan calls for the best of the photos to be used on billboards, in print and even television commercials of the future.
The Walker Administration states frankly that much of the research behind “Picture the Fun” was done in the previous administration. For example, a Harvard Business School report revealed that “70% of all (social) actions are related to viewing pictures or other people’s profiles.” Tourism professionals, however, correctly question whether the previous administration, which closed all of the state’s visitor centers, was capable of turning that research into a viable program.
In moving forward so rapidly on the new campaign, Department of Tourism Secretary Stephanie Klett and her exceptional deputy director, Dave Fantle, have shown they know how to implement as well as research a strong marketing program. “Our campaign will hit the mark for travelers by appealing to the emotional experiences that come with a Wisconsin vacation,” says Klett. “Our goal is to inspire travelers and make it easier for them to find fun this summer.”
Their boss, Gov. Scott Walker, has long been a proponent for tourism because of its economic impact on the state and local communities. “The Department of Tourism’s primary focus is to market the state and grow the tourism economy, ultimately creating jobs through effective marketing,” says Walker. “The creative platform we’re rolling out will enable us to effectively compete for tourism dollars and meet those objectives.”
