SITUATION
Wisconsin Dells is the Midwest’s #1 family vacation destination and attracts approximately three million visitors per year. The growth of waterpark resorts in Wisconsin Dells has resulted in diminished attendance at area attractions.

GOALS & OBJECTIVES
- Increase attendance at area attractions

IMPLEMENTATION
Boelter + Lincoln developed the Wisconsin Dells Kids Card program, providing a free child admission with a paid adult admission at over 20 Wisconsin Dells attractions, partnering with the Milwaukee Wave Soccer team. In addition, B+L sought seven minor league baseball teams in the Midwest as partners. In exchange for the Wisconsin Dells Kids Cards and a small sponsorship fee, the teams provided radio advertising, print program ads, schedule listings, game day entitlement, email newsletter features, dasher boards and a variety of other promotional elements.

RESULTS
- 25,000 Kids Cards distributed at the partners’ venues
- High redemption figures for the Kids Card
- Expansion to nine minor league baseball teams, two major league soccer teams and Wisconsin elementary
school reading programs
- 45,000 Kids Cards distributed in 2003