SITUATION
The Wisconsin Department of Tourism promotes Wisconsin as a four-season travel destination to potential visitors throughout the Midwest. Boelter + Lincoln was challenged to develop a new campaign that would build off the success of the “Stay Just a Little Bit Longer” campaign.

GOALS & OBJECTIVES
- Stimulate travel to and within Wisconsin
- Increase travel expenditures during all seasons
- Increase inquiries for information through the website and 800 #

IMPLEMENTATION
B+L developed the “Life’s So Good,” tagline, along with a new logo, energetic music and a colorful print look featuring Wisconsin’s beautiful scenery and diverse offerings of recreational and cultural experiences, using television as the main driving force of the campaign with support from regional print, event ads, online marketing and Admails.

RESULTS
- Substantial increase in advertising recall, rising to an all-time high of 24.6% – 2nd place behind Florida
- 2.7% increase in summer travel expenditures to $4.38 billion
- 14% increase in website user sessions
- 249 million impressions through PR – a total equivalent ad value of approximately $14 million