Single Page | 
Multiple Pages
Home > BizTimes Daily > Archives > September 4, 2008
State launches fall tourism campaign
Published September 4, 2008 - BizTimes Daily
Wisconsin Gov. Jim Doyle launched the state's new fall tourism advertising campaign, "Originality Rules," as part of a unified competitive branding strategy.
The new campaign will cover economic sectors and government agencies. The fall ads, which will run from Sept. 7 through Oct. 31, will highlight the "passionate, proud and spontaneous" nature of Wisconsin's people and the original ways they embrace the fall season.
"Our state culture is one that nurtures creativity and originality, and not only makes Wisconsin a great place to visit, but also a great place to do business and raise a family," Doyle said. "The fall tourism campaign showcases the original ways Wisconsin's people celebrate fall, and resonates with so many key audiences - visitors, residents, employees and employers."
The fall tourism ads are among the first to emerge from the state's new brand platform, "Originality Rules," announced by Doyle in March. The brand strategy is a strategic framework from which a new theme line, advertising concepts and marketing materials is being developed.
The campaign is a departure from previous fall campaigns, as it focuses on personal interpretations of fall color, rather than on the traditional scenic shots of fall foliage. The campaign is built around two sets of "Wisconsin Originals:" Jake, John and Dick Leinenkugel of Leinenkugel Brewing and Sam Llanas and Kurt Neumann of the BoDeans band.
In the spots, the spokespersons discuss their unique ways of experiencing autumn in Wisconsin before asking, "What does fall mean to you?"
The Wisconsin Department of Tourism is placing $1.1 million worth of advertising in regional media, anchored by the two 30-second television spots airing in the Chicago, Minneapolis-St. Paul, Milwaukee and Madison markets. The campaign also includes a variety of online and print advertising.
"This new campaign is such a genuine reflection of who we are and why visitors choose to vacation here, and that's the power of a good brand,” said Wisconsin tourism secretary Kelli Trumble. "Our fall advertising is just the beginning of building on our reputation as a passionate and proud state, with our people willing to express themselves in original ways and create incredibly fun experiences for travelers."
In 2007, the fall season accounted for $3.1 billion of the nearly $13 billion overall economic impact total for the state.
For more information, visit http://agency.travelwisconsin.com.
