SITUATION
Wisconsin Dells is the Midwest’s #1 family vacation destination and attracts approximately three million visitors per year. Past research has proven that vacationers are more likely to visit if they have a destination’s literature in their hands. The Travel & Attraction Guide continues to grow in size each year, increasing printing and postage costs.

GOALS & OBJECTIVES
- Increase the conversion rate of Wisconsin Dells literature inquirers to visitors
- Determine the conversion rate of the video as a fulfillment vehicle
- Determine the conversion rate of the video, coupled with a Travel & Attraction Guide, as fulfillment vehicles

IMPLEMENTATION
Boelter + Lincoln created a 20-minute Vacation Video Guide, and selected the Quad Cities as the test market. We then created 60 and 30 second television commercials along with a freestanding insert. Fulfilling the inquiries was multi-tiered, one group receiving only the video, the second group receiving the video along with the Travel & Attraction Guide, and the third group receiving only the Travel & Attraction Guide.

RESULTS
- 2,931 total inquiries produced
- 45% of those receiving both the Travel & Attraction Guide and the Vacation Video Guide visited Wisconsin Dells
- 42% of those receiving only the Travel & Attraction Guide visited
- 37% of those receiving only the Vacation Video Guide visited