SITUATION
Wisconsin Dells is the Midwest’s #1 family vacation destination and attracts approximately three million visitors per year and is home to a wide variety of attractions, dining and shopping, as well as stunning natural beauty.

GOALS & OBJECTIVES
- Differentiate Wisconsin Dells by creating a unique selling position
- Maintain a unified message across all marketing pieces
- Increase inquiries for Wisconsin Dells information

IMPLEMENTATION
B+L created a brand identity for Wisconsin Dells based on “The Waterpark Capital of the World™.” The broadcast spots used high-energy visuals and up-tempo rock music to reinforce the excitement of Wisconsin Dells, while print and interactive materials utilized cohesive design elements to support the “Waterpark Capital” identity. In addition, B+L created the tagline “Get Here & Get Going!” to emphasize the excitement and activity of the area.

RESULTS
- 880,000 inquiries
- 4.5% increase in Web site inquires
- 6.8% growth in economic impact to $930,000 in the first year