SITUATION
Boelter + Lincoln administered cooperative advertising programs on behalf of the Wisconsin Department of Tourism, providing discounted advertising opportunities in major media throughout the Midwest.

GOALS & OBJECTIVES
- Increase travel expenditures in Wisconsin
- Increase awareness of specific Wisconsin travel opportunities
- Connect potential travelers directly with destination businesses

IMPLEMENTATION
Boelter + Lincoln combined Wisconsin Department of Tourism and industry advertising under a Wisconsin “banner,” creating larger, more impactful ads and a “one-stop” shopping opportunity for potential travelers. In addition, B+L leveraged industry resources to negotiate substantial bulk and frequency discounts while maintaining advertising flexibility and allowing participants to select individual publications and ad sizes without annual commitments.

RESULTS
- Weekly appearance in Sunday travel sections throughout the Midwest
- Discounts up to 62% off open rates – often the lowest rates available to area travel advertisers
- More than $3 million in net media dollars placed
- More than 24,000 column inches throughout the Midwest, up 90% in ten years