SITUATION
The Wisconsin Department of Tourism promotes Wisconsin as a four-season travel destination to potential visitors throughout the Midwest. Although tourism continues to grow, so does the competition from neighboring states.

GOALS & OBJECTIVES
- Continue to promote Wisconsin as the number one Midwest destination
- Increase travel and expenditures
- Increase new and repeat visitors
- Increase inquiries through the 800 #, tourism centers and website

IMPLEMENTATION
B+L’s integrated marketing campaign using television, radio, magazine, newspaper, Internet banners and outserts featured a new theme and logo “Stay Just a Little Bit Longer.” Messages targeted consumers in core markets, while publicity efforts targeted media in core, niche and national markets, with efforts timed to reach early planners, as well as in-season planners.

RESULTS
- 9.8% increase in traveler expenditures, reaching nearly $10 billion
- Nearly 37% increase in web user sessions – over 1.3 million
- 241 million impressions through PR – a total ad value of approximately $4.1 million
- Doubled recall frequency – second place in the Twin Cities and third place in Chicago