SITUATION
The Wisconsin Department of Tourism, in cooperation with the Wisconsin Broadcast Association wanted a public education program designed to communicate the value of tourism and the tourism industry. This non-commercial sustaining announcement program (NCSA) is a hybrid between advertising and public service and is available to state agencies or non-profit groups.

GOALS & OBJECTIVES
- Express eagerness on behalf of tourism industry to provide an unforgettable Wisconsin travel experience
- Remind consumers that tourism is a valued and economically significant product, essential to the state’s economy.

IMPLEMENTATION
B+L developed PSA-like announcements, :30-second spots, and longer video and radio spots using an “I Am Wisconsin” theme, and offering statistics regarding the economic impact of Wisconsin’s tourism industry and it’s affect on the quality of life and economic well being of Wisconsin’s citizens.

RESULTS
- Participation from 166 radio stations and 21 television stations exceeding the minimum numbers in the WBA agreement
- 5,064 (4,484 radio and 580 television) announcements, worth a total of $244,366.10
- Announcements played in excess of the number of times called for in the NCSA Program agreement