2006-07 Wisconsin Department of Tourism Strategic Marketing Plan

Introduction
The Wisconsin hospitality industry is a vital link in the endeavor to grow Wisconsin’s economy. Tourism is among the state’s largest industries and joins manufacturing, agriculture and timber as the basis for the economy in the state. Representing the tourism industry is the Wisconsin Department of Tourism, a state agency whose mission is to aggressively promote Wisconsin as a premiere four-season travel and tourism destination. With the leadership of Governor Doyle and Secretary Jim Holperin, along with other state officials, tourism pumps nearly $12 billion into the economy and is a stable source of employment for thousands of residents. All told, the hospitality industry in the state defines the tourism advertising and marketing slogan, “Wisconsin, Life’s So Good.”

Department Structure and Budget
The Wisconsin Department of Tourism was created by 1995 Wisconsin Act 27 primarily to “stimulate, promote, advertise and publicize tourism to the state…” The Department’s annual budget is $14.98 million with $9.1 million coming from tribal gaming dollars. This represents 63.4 percent of the budget. The Department currently employs about 40 full time staff. Wisconsin ranks 16th nationally relative to state tourism budgets. Surrounding states of Illinois and Michigan out rank us spending $48 million and $16 million respectively. Of the Department’s budget, about 75 percent or $10.8 million annually is invested directly in advertising, marketing and promotion. Specific kinds of media buys, travel publications, grant programs and other marketing methods are identified elsewhere in this plan A 21 member Council on Tourism advises the Department on matters relating to tourism. Fourteen Council members are citizens active in the tourism industry who are appointed by the Governor. The other seven Council members are specified by statute to include legislators and representatives of the Arts Board and Historical Society. The Department is also advised by four standing committees that specialize in topics like Marketing; Meetings and Conventions; Sports Marketing; and the Joint Effort Marketing Program. The Department selects all committee members. The Department includes three Bureaus and the Secretary’s Office. The Marketing Bureau is responsible for implementing the state’s overall marketing campaign; including the preparation and distribution of over a dozen Wisconsin travel publications. The Bureau also directs media buys made by the state’s two advertising agencies and administers the 10 Wisconsin Welcome Centers at the state’s borders. The Bureau supervises international and motor coach marketing, the Joint Effort Marketing and the Ready, Set, Go! grant programs, and provides for a Department presence at travel and trade shows. It also oversees travel research done by and for the Department and produces the annual Governor’s Conference on Tourism. The Customer and Technology Services Bureau is responsible for maintaining and improving the state’s official tourism web sites, managing all online permission marketing programs, and providing relevant cooperative opportunities for industry partners. This includes the ability to promote local destinations, activities, and events on travelwisconsin.com through the “Extranet” system.

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The Bureau manages and supports the fulfillment of telephone and Internet requests for travel information, while ensuring that Department-produced publications are also available at Wisconsin Welcome Centers, travel and sport shows, and other remote locations. The Communications and Industry Services Bureau is responsible for promoting Wisconsin tourism through public relations and “earned” or no cost exposure in various media. The Bureau issues regular news releases on travel topics and offers weekly event reports to radio and T.V. It prepares seasonal media “kits” and offers familiarization tours to travel writers. The Bureau also employs two Economic Development Specialists outside of Madison who advise businesses and communities around the state on strategies for local tourism development success.

Research and Overview of Market
Wisconsin is a four-season destination with summer as the top tourism season, followed by fall, spring and winter. Leisure travel represents more than 70 percent of traveler expenditures ($8.64 billion in 2005). This broad category includes those enjoying outdoor recreation, sporting events, casino gaming, group tours, attending festivals or attractions, visiting friends or family, dining, shopping and cultural as well as other urban activities. The Wisconsin travel and tourism industry continues to grow, showing over a one hundred percent increase in traveler spending from 1994. Traveler spending during 2005 topped $11.9 billion. The majority of Wisconsin leisure travelers are our own residents (58 percent) with an additional twenty-one percent coming from Illinois. Other states contribute to the rest of our travelers with three percent coming from other countries. Of those visitors from other states, Minnesota produces six percent of the market and Michigan provides an additional four percent. Our research shows that Wisconsin’s leisure travelers are divided seasonally and among families, couples and groups of friends. Although there are similarities between seasons, families tend to make up the largest segment of travelers during the summer; couples dominate during spring and fall; and groups of friends during the winter. Females request Wisconsin travel information more frequently than males. Forty percent of the Chicago and Twin Cities visitors are between the ages of 35 and 54. An additional 15-17 percent are in the 25 to 34 year age bracket and 16 percent are in the 55 to 64 year age bracket. The majority, 75 percent, has attended or graduated from college or technical college and a majority of households have incomes over $40K. When looking solely at registered visitors to travelwisconsin.com, those customer demographics skew older (70 percent are over the age of 45), but still support the notion that females are the primary information gatherers. Nearly 60 percent of registered users are females.

Leisure Promotion
We are into our second year with the theme “Wisconsin, Life’s So Good”. This year we’re poised to build on the current efforts to gain recognition for the theme with enhancements scheduled to launch with the summer ’07 campaign. These enhancements will reinforce the emotion and connection visitors have with a Wisconsin experience. Additional strategic objectives include high-level pay-off on authentic Wisconsin cuisine, local foods and the agri-tourism experience coupled with an emphasis on the state as an eco-tourism destination.

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Goals & Objectives:
Our overall leisure marketing goal is to deliver creative marketing strategies that stimulate travel to and within Wisconsin. Specific advertising objectives include: ● Increase travel expenditures during all seasons; ● Increase awareness and share of voice for Wisconsin in core markets; ● Increase inquiries for information through the Web site, 800 number and Welcome Centers; ● Connect emotionally with the consumer; ● Empower the industry to market their individual destinations while collaborating under the Wisconsin brand umbrella.

Advertising
Strategies
The following marketing strategies have been developed to accomplish the goals and objectives set forth for fiscal year 2007: ● Extend and expand on the Life’s So Good creative approach, branding Wisconsin through engaging and memorable seasonal campaigns that sets Wisconsin apart from the competition; ● Beginning in Spring/Summer 2007, creatively illustrate the great moments people experience when vacationing in Wisconsin; ● Creatively showcase Wisconsin’s beautiful scenery and diverse offerings of agriculture, outdoor recreation, arts and cultural experiences throughout the state with an emphasis on the environment; ● Promote Travel Green Certified Businesses whenever possible (see Travel Green section for explanation of this program); ● Utilize a media mix strategically targeted to those prospects most likely to visit and make the greatest economic impact; ● Time messages throughout the year with seasonal campaigns focused on reaching both early and in-season planners; ● Motivate people to acquire tourism information through the Web site, 800 number and Welcome Centers; ● Develop promotions and partnerships to expand reach, generate excitement and enable the industry to embrace the brand; ● Continue to offer affordable co-op advertising opportunities for the industry, thus creating more advertising and awareness of Wisconsin’s travel experience.

Markets
To most effectively maximize the budget, the majority of our promotional efforts will focus on three primary markets: Wisconsin, Chicago and Minneapolis/St. Paul. Additional efforts will extend our reach throughout the Midwest, including expanded efforts in Michigan. Niche efforts will extend our reach nationally. Demographically, our primary media will be targeted to those groups most likely to travel and have the greatest economic impact – adults, 35-54 years old traveling with or without children. However, we’ll adjust targets to accommodate seasonal and niche audiences. Summer efforts will skew more toward families, fall toward older couples traveling without children, and winter

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toward younger audiences and people traveling with groups of friends. Additional efforts will speak to the younger Gen-Xers, as well as the aging Boomers and Matures.

Tactics
Television Television will be the main driving force of the campaigns, building awareness in our core markets. In Spring/Summer 2007, new television spots will be developed that highlight not only the stunning visuals of Wisconsin’s tourism experience, but emphasis the “Great Moments” people experience. Each season, will highlight different features and great moments. Ten-second spots will allow us to showcase many niche messages throughout the year. Additional partnerships with regional programming will extend our reach throughout the Midwest. Sample partnerships include Discover Wisconsin, Outdoor Wisconsin, Northland Adventures, Waters & Woods TV, and Midwest Golf shows. Radio Radio will extend our messages throughout the state of Wisconsin and beyond. Sample partnerships include Big Top Chautauqua Tent Show Radio, Milwaukee Symphony Orchestra radio broadcasts, Milwaukee Brewers Radio Network, and Calendar of Events on Journal Statewide Radio Network. Regional Print Magazine and newspaper ads will be timed seasonally in our core markets and will highlight the many things to do in Wisconsin. Creative includes colorful ads that illustrate a Wisconsin vacation story, such as a family camping in a Wisconsin State Park, or a couple strolling a beautiful art gallery. Locations and activities will vary throughout the year and will reflect the season. Event ads will run in newspapers providing specific opportunities by market and date. In all cases, information on where to receive more information will be included. Online Marketing Online marketing will further extend our brand message and drive people to travelwisconsin.com. A combination of editorial, ads and links promoting Wisconsin’s seasonal opportunities will run on several Web sites. Ad mails will provide offers to targeted subscribers, allowing us to expand our database of consumers and continue one-to-one marketing opportunities. Co-op Advertising Programs Discounted co-op advertising opportunities are available to Wisconsin’s tourism industry partners year-round in newspapers, magazines, special print inserts and television. Our objectives are to give the industry stronger, more affordable tools for marketing and to generate an effective fulfillment process by putting the consumer directly in contact with the industry. More than $3 million in advertising is placed through the co-op programs each year, providing a timely and consistent presence for the Wisconsin tourism industry. Current programs and new opportunities will be evaluated on a regular basis in order to provide the best opportunities for the industry. Integration In order to maximize results and build a stronger Wisconsin brand, all elements of the marketing communications mix will be integrated and interactive, including advertising, public relations, direct marketing, promotions and e-communications.

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Communications
The communications/public relations strategic plan is designed to reinforce Wisconsin’s position as a leading Midwest destination; expand its position as a national destination; build travel during all four seasons; maintain loyalty of existing customers; promote the state’s diversity of travel offerings including culinary, arts and cultural/heritage tourism; and promote Wisconsin’s legacy and leadership position in ecotourism, with emphasis on the Travel Green program.

Communications/Public Relations Strategies
1. National travel/consumer media relations • Increase emphasis on reaching national travel publications and television shows/networks, as well as online travel sites. 2. Niche/trade media relations • Continue to capitalize on opportunities with niche publications, networks and audiences (including travel trade media.) 3. Improve media kits and other press materials • Monitor other state’s press materials in an effort to make Wisconsin Tourism publicity materials more innovative, user-friendly and comprehensive than those of competing states. 4. Increase outreach to multi-cultural audiences • Work more closely with Creative Marketing Resources to reach out to multi-cultural audiences as well as expand media materials and overall outreach to these markets. 5. Support Web site and e-communications/marketing • Continue to support and enhance the Department’s Web site and online communications/marketing initiatives. 6. Improve promotions • Continue to expand/improve upon promotional opportunities. 7. Promote ecotourism opportunities • Increase emphasis on promoting Wisconsin’s ecotourism opportunities and destinations, including those found in state and national parks, forests and wildlife areas and Travel Green program. 8. Enhance specialized programs • Enhance and update specialized programs, such as “Where in Wisconsin is Jessica Doyle?,” the Gov. Doyle “Putting Wisconsin on the Map” award, Fishing, and the Golf Wisconsin program. 9. Capitalize on leadership position in specific categories • Capitalize on Wisconsin’s leadership position in certain recreational categories, such as indoor waterparks, rails-to-trails bike trails, golf, fishing, snowmobiling, brewery and cheese factory tours, outdoor festivals and cranberry-related tourism. 10. Promote arts/cultural/heritage opportunities • Increase emphasis on promoting Wisconsin’s arts/cultural/heritage offerings. 11. Enhance support, interaction on in-state press trips • Enhance the level of support the Department gives to and the interaction with media visitors before, during and after their trips to the state. Increase emphasis on core markets, such as Chicago/Northern Illinois. 12. Develop more original feature stories • Develop more original feature stories, for use with both print and broadcast

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13. Increase reach and frequency of local/regional communications • Increase the reach and frequency of our locally targeted messages, both through paid media (Journal Radio Network, FSN) and through regularly scheduled, weekly and monthly (unpaid) media interviews. 14. Improve industry education and outreach efforts

2006-2007 Communications/PR Campaign Tactics
National travel/consumer media relations • Seasonal media kits • Continue to update media lists; “Tier 1” list top priority • Do media audit with “Tier 1” list of 60-80 top national newspapers, magazines, television networks and Web sites • One-on-one pitches and exclusives • Chicago “media marketplace” event and national/regional deskside visits • Outreach to independent cable TV production companies • SATW, MTWA, PRSA/Travel Tourism section annual meetings • Outreach to travel web sites and electronic press kits Niche/trade media relations • Increase emphasis on international media outreach, both proactive (pitching per media lead newsletters) and reactive (following through on GLNA contacts) • Update, distribute group travel (motorcoach operator) press kit • Update, distribute meetings/conventions press kit • Attend selected niche category writers meetings • Corporate outreach program Improve media kits and other press materials • Conduct audit of Tier 1 media contacts • Develop new photo CD-ROM (Vol. IV) • Develop topic-specific CD-ROMs • Media-only hotline and e-mail • Monitoring of competitive state’s press kits • Continue shooting new b-roll and photography • Revise logging system for b-roll • Revise b-roll “sampler” tapes with new locations, “nat” sound • Provide log of available footage on agency.travelwisconsin.com/media room • Utilize Department of Tourism’s new in-house mini-DV camera • Provide media contacts with electronic as well as printed kits Enhance web site and e-zine content • • • • Develop site content as needed E-zine content development as needed Produce and post a series of two-minute video “travelogues” Periodic “ad mails” to Chicago Tribune, Milw. Journal-Sentinel, Star Tribune opt-in lists Web site incorporated into all promotions

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Improve promotions • Focus on Chicago, Milwaukee, Twin Cities markets • “Fewer but better” approach (2-3x per year, per market) • Take advantage of ad hoc opportunities related to media buys • Do more small giveaways related to radio appearances • Journal-Sentinel Golf Show booth promotion • Golf Wisconsin “Course of the Week” promotion Promote ecotourism opportunities • Highlight state and national parks, forests and wildlife areas • Incorporate above topics into all phases of communications program including media kits, web features, interviews, press trips • Highlight Travel Green program wherever possible • Pitch Travel Green to specific writers/publications/shows Enhance specialized programs • Increased media exposure for weekly “Where in Wis. is Jessica Doyle?” clues; streamlined communications with school contacts • Golf Wisconsin Day expanded to Golf Wisconsin Weekend; Golf Wisconsin booth at Milwaukee Journal Golf Plus Show; Golf Wisconsin license plate; “Golf Sampler” publication developed; booth at U.S. Senior Open; golf e-newsletter • Gov. Doyle’s “Putting Wisconsin on the Map” award Capitalize on leadership position in specific categories • Emphasize in all existing media/communications materials and at Chicago Media Marketplace event • Develop topic-specific materials and statistically document Wisconsin’s leadership • Categories include indoor waterparks, rails-to-trails biking, snowmobiling, golf, festivals, fishing, bird watching, cranberry/microbrewery/cheese tours Promote arts/cultural/heritage opportunities • Incorporate into all phases of communications program including media kits, web features, interviews, press trips • Update existing arts and heritage kits; arts kit to go out in October (printed and electronic) Enhance support, interaction on in-state press trips • Increase time spent on location with media visitors, film crews • When appropriate, offer assistance with b-roll and photography Increase level of support for crew travel costs, etc. • Seasonal e-blast with story ideas and itineraries • Develop group FAM opportunities for SATW, MTWA, etc. Develop more original feature stories • Explore opportunities for radio, web site and print features written or produced by WDT staff or agency team • Continue distributing NAPS features Increase reach and frequency of local/regional communications • Journal Radio Network, Fox Sports North (paid spots) • State radio stations weekly events interviews (non-paid) • Wis. and Northern Illinois TV station interviews; increase emphasis on setting up regularly scheduled interviews on both radio and TV
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Improve industry education and outreach • • • • Governor’s Conference Travel Wisconsin News e-newsletter “PR 101” seminars for DMOs Crisis communications education and seminars for DMOs

Online Marketing
Objectives and Strategies
The following strategies will guide our online marketing efforts in the coming year: • Make travelwisconsin.com a leader in the state travel site sector with exceptional content, functionality and overall experience, while making the site the definitive authority for information on traveling in Wisconsin; • Identify current and potential users of travelwisconsin.com, and develop content and tools that meet their travel planning needs; • Convert site visitors to registered users; • Further develop e-mail marketing programs to keep the Wisconsin tourism message on the top of visitors’ minds; • Continue to support seasonal advertising and public relations efforts, while improving the online accessibility of out-of-season information.

Markets
Online marketing initiatives are geared largely toward the same demographic markets identified by traditional advertising. However, content and functionality on travelwisconsin.com will also aim to specifically identify and serve travelers in different psychographic segments, such as those still determining their next travel destination and those who have already made up their minds to visit Wisconsin.

Tactics
Travelwisconsin.com After undergoing a visual and functional reengineering in late 2006, travelwisconsin.com will be better prepared to provide the kind of immersive, experiential environment sought by both current and potential visitors to Wisconsin. Travelers will be exposed to all the experiences available to them through engaging editorial content, rich photography and improved search functionality and navigation. E-mail Marketing The Department will rely on the improvement of travelwisconsin.com to generate additional registered users and subscribers for a growing selection of email newsletters and updates. We will also look for new ways to deliver the kind of relevant, customized information consumers increasingly demand. Given the affordability of e-mail communications, it is a cost-effective strategy to invest in technology that will allow for improved capturing of customer interests, more customizable e-mail deployment, and most importantly, robust and complete reporting of results. Co-Op Programs The development of an improved co-op e-mail marketing program in early 2006 has opened the door for further partnership opportunities between the Department and the industry. Plans will be executed to diversify the content of cooperative newsletters and take advantage of efficiencies in the management of those programs to keep participation high and development costs low.
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Publications
Most travelers seeking Wisconsin vacation planning information continue to request printed publications via our Welcome Centers, on-line or by phone. To meet that demand, the publications program generates information in three broad categories: events, attractions and recreational facilities. These publications are designed to: • Provide customers with attractive, intuitive publications that are easy to use; • Lure customers with exceptional images, clear and concise copy, and superior graphics; • Inform customers with timely and accurate information; • Prompt customers with specific travel ideas in specific locales and seasons; • Deliver the product in an efficient, cost-effective and timely manner. At the same time, many customers prefer the immediacy of electronic delivery of these same publications. To date, electronic versions of seven of the nine publications the Department produces have been installed on travelwisconsin.com: the Official Travel Guide, Bike Guide, Heritage Traveler, Parks Guide, Fall Sampler, Spring/Summer and Fall/Winter Event & Recreation Guides. We hope to complete the process next year with the further installation of Rustic Roads and a trio of our new Birding Guides. The publications program continues to produce an annual pair of Event & Recreation Guides – one for Fall/Winter and one for Spring/Summer. The Wisconsin Biking Guide, Wisconsin Heritage Traveler, Wisconsin State Parks Visitors Guide, and Official Wisconsin Travel Guide are produced biennially in staggered, alternating years. As inventory requires, we update Wisconsin Rustic Roads, working in cooperation with the Wisconsin Department of Transportation. We are also in the third year of a five-year project with the Wisconsin Department of Natural Resources to produce the Wisconsin Birding Guide series. Evaluating the usefulness and value of each of our publications continues to be a priority resulting in enhancements, changes and additional publications created.

Joint Effort Marketing (JEM)
The Joint Effort Marketing (JEM) program provides $1.35 million in partnership funding to Wisconsin non-profit organizations for the promotion of tourism events and destinations. To be funded, projects must demonstrate that they will attract visitors and make a positive economic impact. The state reimburses up to $40,000 of a project’s first year advertising and marketing costs. The JEM program may also offer grant support during the second and third year of a new project, but at lower levels each year with the expectation that the project will become self-sufficient. To be funded, applicants must follow the procedure required by Wisconsin Administrative Code, s. Tour 1.04 and s. Tour 1.05. The JEM program offers Wisconsin non-profit organizations a variety of options, with grants in five different categories; Destination Marketing, New Event, Sales Promotion, Existing Event, and One Time, One-of-a-Kind. A map showing fiscal 2006 JEM awards (July 1, 2005-June 30, 2006) can be viewed at this web address: http://agency.travelwisconsin.com/Programs/2006JEMmap.pdf

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Multi-cultural Marketing
The Wisconsin Department of Tourism will again direct marketing efforts at the multicultural audience, including African American, Hispanic and Asian markets. Additionally, there will be a stronger effort to showcase Native American culture within this marketing initiative. Recognizing that the key message, “All that… and then some,” has been well received by the target markets, we will continue to use it in our efforts. The focus of the multicultural marketing plan will be on the Chicago and Milwaukee metropolitan areas. This year we will add back the Madison area. Through communications with national research firms, and through industry and ethnic marketing publications, we’ve learned much more about the way African Americans and Hispanics, in particular, choose a travel destination including: • Multicultural audiences rely heavily on word-of-mouth recommendations when selecting travel destinations; • Women – particularly in the African American culture – are the decision-makers when it comes to travel; • Hispanics tend to prefer ads in which the information is conveyed in their language; • Hispanic families include extended family – grand parents, especially – it is not uncommon for the extended family to travel together; • African Americans are more apt to travel to visit relatives and attend festivals; • African Americans are least likely to participate in outdoor activities – and spa getaways are becoming increasingly popular, however, there has been a recent surge in African Americans with an interest in golf

Objectives:
• Focus media and public relations efforts primarily on African American and Hispanic leisure summer travelers living in Chicago, Milwaukee and Madison. Also pursue outreach opportunities with the multicultural audience in those markets; • Highlight Wisconsin’s diverse offerings through seasonal mini- campaigns by incorporating dynamic visuals of people of color (couples, singles and families with children) enjoying any number of Wisconsin tourism activities to ensure a welcoming invitation. Print and radio advertising in ethnic-specific media will further extend a targeted welcome; • Produce 2007 Multicultural Destination and Events wall calendar. Fulfill requests from and solicitations to major corporations, opinion leaders and the social, educational and fraternal membership organizations; • Utilize television in the Chicago market to reach a growing Hispanic market through a 30-second. Spanish-language television spot; seek out opportunities to reach this market through promotions and translated advertisements for print and radio • Increase visibility in Hispanic media through Spanish-speaking interviews in Wisconsin and Chicago markets; • Expand library of original photography and b-roll to add people of diverse cultures in a variety of settings and activities; • Strengthen public relations programs to encourage interest and enthusiasm about Wisconsin among travel writers who produce editorials and stories for media appealing to audiences of color. - Improve seasonal media kits for more effective visibility and interest; seek out multicultural niche publications (i.e., African American Golf Digest) to broaden reach; implement electronic format for media kit for easier distribution
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- Produce a recurring column for deputy secretary in community newspapers, and pitch to regional multicultural publications - Develop a series of spots on Milwaukee Access Telecommunications Authority (MATA), offering the department an opportunity to highlight Wisconsin destinations • Leverage e-business strategies and tactics through coordinated marketing efforts with Wisconsin tourism industry partners to cost-effectively provide advertising and awareness of Wisconsin destinations

Travel Green Wisconsin
The success of Wisconsin’s tourism industry depends heavily on the state’s scenic landscapes, waters, and the cultures that inhabit them. The Wisconsin Department of Tourism is working with the travel and hospitality industry to preserve Wisconsin’s pristine natural and cultural product through a new statewide program, Travel Green Wisconsin Business Certification. This eco-tourism initiative encourages tourism operators to reduce their environmental and social impact while delivering a marketing advantage for their business and the state as a whole. The strategic objective of the program is to protect the natural areas and the ethnic and social cultures that play a significant role in defining the Wisconsin brand. Continual conservation and reduction of the social impact on these areas will preserve Wisconsin’s uniqueness as a tourism destination. The Business Certification will bring additional exposure of Wisconsin’s experiential tourism options to existing and expanding tourism markets. The Travel Green Wisconsin objectives are as follows: • Further develop the “Wisconsin brand”; • Establish eco-tourism as a competitive point of differentiation among other states’ travel experiences; • Establish Wisconsin as an eco-tourism and cultural destination; and, • Educate the industry about cost saving business practices that reduce impact upon the environment. Through a partnership among the Department of Tourism, Department of Natural Resources, Focus on Energy, Wisconsin Environmental Initiative, and many others, Travel Green Wisconsin Business Certification will be open to statewide participation of the travel and hospitality industry in 2007. The Travel Green Business Certification is being included within the Department’s existing Public Relations, E-Business, and Marketing efforts and a growing number of Travel Green Wisconsin Programs.

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International
Overall, inbound travel is projected to be up 3.8 percent nationwide this year. Regardless of temporary fluctuations in the global travel economy, sustaining a presence in the international market is a long-term commitment employing a strategy that builds beyond current economic fluctuations and sets a stable base for the future. As a result of these larger economic changes and in support of more aggressive international promotions by the Travel Industry of America (TIA), Wisconsin has the opportunity for a more proactive presence in the international market, particularly through our efforts in Germany and the UK in conjunction with Great Lakes of North America (GLNA)* and our membership in Mississippi River Country (MRC) in the promotion of the Mississippi River states and the Great River Road. Our objective is a three-fold approach to generate consumer awareness and trial of the Wisconsin tourism experience: • Use public relations to create awareness of the tourism experience among consumers. Encourage the independent traveler, travel agents and tour operators to use the Internet and request print materials; • Work closely with travel agents and tour operators to increase placement of our product and educate them on selling the attributes of Wisconsin; • Participate in international trade and travel shows to generate new contacts and cultivate relationships among travel writers and travel operator/agents.

Collateral Material Development
Currently, Wisconsin uses the Official Travel Guide as a primary fulfillment piece. Two itineraries are also used in conjunction with the Official Travel Guide and are translated into German for the German speaking counties in our market.

Co-op Industry Opportunities
Leads generated from the travel shows and other inquiries are maintained in a database that can be shared with our Wisconsin industry partners. The Department will maintain relationships with these journalists and travel agents/tour operators through news releases, fact sheets, fulfilling image requests and new publication releases.

GLNA Partnership Program
GLNA is making all the marketing, promotion and public relations tools the member states have contracted for available to the industry for a discounted price. * Great Lakes of North America (GLNA) GLNA is a regional marketing consortium made up seven state members including Illinois, Indiana, Michigan, Minnesota, Ohio, Pennsylvania and Wisconsin. The organization acts as an extension of the State Tourism Offices to execute international sales and marketing in two primary overseas market areas...the United Kingdom and the German speaking countries of Germany, Switzerland and Austria. The organization initiates programs to make sure the GLNA product is available to consumers via tour operators/travel agents, generates consumers awareness of the Great Lakes region and encourages travel here.

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Group Market
Wisconsin is aggressively marketed to the motor coach industry through a strong partnership between Circle Wisconsin and the Department of Tourism. Circle Wisconsin has about 150 members representing DMOs, lodging facilities, attractions, restaurants and others. Circle Wisconsin continues to build upon the valuable relationships it has developed over the years, with motor coach operators and group leaders, by attending almost thirty trade shows and conventions. To further strengthen its marketing efforts, the organization has developed additional initiatives in its efforts to keep Wisconsin and Circle Wisconsin members out in front of potential customers. In October of 2005, Circle Wisconsin created the “Circle Wisconsin Road Show” where its members traveled throughout Iowa visiting tour operators and group leaders. To keep the positive momentum going after this well received promotional visit, Circle Wisconsin sponsored a followup desk side visit program in Iowa. The Iowa effort was so successful that the concept will be continued over the next four years in Minnesota, Illinois, Michigan and Ohio. Minnesota is the state selected for 2006, with the initial Road Show visit scheduled for October 24-26. Circle Wisconsin is also creating three cooperative advertising programs for its members, so those who cannot attend the Road Shows and follow up desk side visits, or the trade shows and conventions, can still get their message out to potential customers. The publication Inside Package Travel, which is distributed to tour operators, group leaders and travel agents, now has a coopadvertising program created exclusively for Circle Wisconsin members. Further publications will be offered like Travel Bound, a publication aiming at African American travelers, and Red Hats Magazine, directed to the travel group The Red Hats. A further marketing tool being implemented by Circle Wisconsin is direct itineraries that will showcase the experiences of interest to the student market, the African American market, and the segment of our market interested in attending the theatre.

Sports Marketing
In an effort to promote the growing trend of sports tourism in Wisconsin, the Wisconsin Association of Convention & Visitor Bureaus (WACVB), the Wisconsin Department of Tourism, the Wisconsin Sports Development Corporation (WSDC) and members of the tourism industry will continue to partner to recruit and produce new sporting events in Wisconsin. Going into it’s second year, the Ready, Set, Go! grant program offers matching funds so that destinations can afford to attract and host events and create an economic impact on the local area.

Objectives:
• Enhance Wisconsin’s image as a destination for sporting events; • Create awareness on a state, regional and national level of Wisconsin’s diverse sports facilities and outdoor natural resource opportunities; • Provide advertising/promotional opportunities affordable to all convention and visitors bureaus (CVB), destinations and interested suppliers; • Provide collateral and promotional tools to respond to customer inquiries.

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Strategies:
• Through the Ready, Set, Go! initiative and separate related projects leverage Department of Tourism dollars with WACVB, WI Sports Development Corporation and private sector dollars; • Use technology to deliver Wisconsin’s message and promote our core brand – “Got Sports?”; • Measure the results of all sports marketing initiatives; • Integrate all marketing components to strengthen and compliment our brand.

Tactics
Technology: • Provide current and relevant information to sports tournament and event planners; • Continuous development and maintenance of the Sports Wisconsin.com website; • Develop a tracking and response system to track number of hits and obtain e-mail addresses of respondents for the purposes of building our database. Trade Shows: • TEAMS – October 1-14, 2006, Las Vegas • Amateur Athletic Union – October 23-27, 2006, Honolulu, HI • WI Athletic Directors Assn. – November 5-7, 2006, Appleton • WI Parks & Recreation Assn. – November 8-9, 2006, Green Bay, WI FY 07– Sponsorships: • WI Governor’s Conference on Tourism – March 4-6, 2007, Appleton • National Association of Sports Commissions (NASC) – April 17-20, 2007, Dallas, TX Advertising will compliment our participation in the above listed trade shows, sponsorships and ecommerce strategies. A “Sports Wisconsin” sampler has been produced, targeting sports tournaments and event planners, for use as the official fulfillment piece for inquiries on sports destinations and facilities for the Department of Tourism, WI Sports Development Corporation and WACVB. Public Relations will integrate with trade shows, sponsorships and advertising. Editorial push in publications that complement trade show participation: • Media kit; • Desk side visits with those publications that complement trade shows; • Create and place stories focusing on strengths in hosting, international, national and regional events and the variety of indoor and outdoor event facilities.

Meetings and Convention Marketing
The Meetings and Convention (M&C) market has been identified as a large growth market segment within Wisconsin’s tourism industry. Following the leisure travel segment, M&C, combined with business travel, grosses the second highest economic impact to our state’s tourism economy. The M&C Committee of the Governor’s Council on Tourism provides guidance and expertise to the Department in advertising and public relations for our positioning in this market. The Department of Tourism and the M&C Committee has further formed a partnership with the Wisconsin Association of Convention & Visitor Bureaus (WACVB). The relationship has created the “Think Wisconsin” promotional campaign that has been incorporated into trade shows, co-op advertising opportunities, a state and regional advertising campaign, and a promotional and informational website.

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Objectives
• Enhance Wisconsin’s image in the meetings and conventions market segment; • Create awareness of Wisconsin’s diverse meetings and conventions product offerings on a state, regional and national level; • Make M&C advertising/promotional opportunities affordable to all CVBs, destinations and interested suppliers; • Provide collateral and promotional tools to respond to customer inquiries.

Strategies
• Leverage Department of Tourism dollars with WACVB and private sector dollars including piggybacking with leisure and group marketing initiatives; • Use technology to deliver Wisconsin’s meetings and conventions message and promote our core brand – “Think Wisconsin”; • Identify geographic markets that are local and regional, and consistent with limited marketing spend; • Identify regional core markets to execute promotions: in-state, Chicago, Minneapolis; • Develop tracking methods to measure the results of all marketing initiatives; • Integrate all marketing components to eliminate all “stand alone” marketing activities.

Tactics
• Continuous development and maintenance of the “Think Wisconsin” website; • Develop a tracking and response system to track number of hits and obtain e-mail addresses of respondents for the purposes of building our database. Tradeshow participation will include relationship building events and the expansion of attractive, high quality promotions that Wisconsin has become known for, as well as the addition of two new shows: Meetings Quest Minneapolis – October 2006 (new) Meetings Quest Chicago – October 2006 (new) Holiday Showcase Tradeshow – December 2006, Chicago Affordable Meetings Midwest – April 2007, Chicago Springtime in Washington DC – June, 2007, Washington DC Advertising will complement trade shows. It will also be used to support and enhance e-marketing, with regional market focus. The following publications have been targeted for inclusion of an ad or promotional insertion: Meetings Mid-American, Midwest Regional Meeting Guide, Wisconsin Meetings, Minnesota Meetings & Events, M&C, Gavel, Fortune Magazine, and Successful Meetings. Integrate Public Relations with trade shows and advertising plan to include: • Editorial content placement and desk side visits to complement trade show participation with focus on golf, spa/fitness resorts, gaming, strength of facilities and family activities; • Increase presence with statewide associations and publications.

16 2006-07 Strategic Marketing Plan

Consumer Show Program
Strategy
The Consumer Show Program is a channel of communication direct to consumers who don’t get their travel planning information through traditional means. The program’s core goal is to provide excellent customer care through personal one-to-one service at the best shows in the Midwest. An attractive show booth boasting the theme “Wisconsin, Life’s So Good”, complete with engaging and exciting images representing Wisconsin’s diverse four seasons, attractions, events and recreational experiences will be utilized. Travel publications produced by the Department and those provided to us by associations will be distributed. We will attend over 20 shows, some of them in partnership with the Golf Course Owners of Wisconsin. The budget remains consistent with the previous year ($50,000) and the tourism industry is once again invited to participate in any of the shows in a co-op fashion. The cost remains $100 per day plus expenses.

2006-2007 Travel and Sport Show Schedule
Event Date Attendance Website

EAA Air Venture WI State Fair Duck Unlimited Outdoor Festival Chicago Ski & Snowboard Show NW Chicago Sport Show (Arlington) Iowa Boat & Vacation Show Chicagoland Outdoors Show Ultimate Fishing Show - Detroit Chicago Boat, RV, & Travel Show Quad City Boat, RV, Vacation Show Adventure Travel Expo Cedar Rapids Sport Show Des Moines Sport Show Madison Fishing Expo Rockford Fishing & Outdoor Expo Minn. Bike, Travel. Fitness Expo Milwaukee Sport Show Grand Rapids Sports Show Minneapolis Sport Show Chicago Bike Show

July 24-30, 2006 Aug 3-13, 2006 Aug 25-27, 2006 Nov 2-5, 2006 Jan 4-7, 2007 Jan 5-7, 2007 Jan 10-14, 2007 Jan 12-15, 2007 Jan 17-21, 2007 Jan 19-21, 2007 Jan 27-28, 2007 Feb 2-4, 2007 Feb 14-18, 2007 Feb 23-25, 2007 March 2-4, 2007 March 3-4, 2007 March 9-18, 2007 March 15-18, 2007 March 27-April 1, 2007 April 14-15, 2007

6750,000 879,000 77, 611 44,000 18,000 10,000 80,000 45,000 57,000 12,000 15,000 15,000 15,000 20,000 18,000 13,000 150,000 45,000 200,000 16,000

www.airventure.org www.wistatefair.com www.dugof.com www.skidazzle.com www.nwchicagosportsshow.com www.iowashows.com www.sport.reedexpo.com www.showspan.com www.chicagoboatshow.com www.iowashows.com www.adventureexpo.com www.iowashows.com www.desmoinessportshow.com www.madfishexpo.com www.showtimeproduction.net www.bicyclingTravel.com www.jsonline.com/sportsshow www.showspan.com www.northwestsportshow.com www.chicagobikeshow.com

Wisconsin Department of Tourism 17

Wisconsin Welcome Centers
The primary mission of the Wisconsin Welcome Centers (WWC) is to increase the awareness in core markets that WWCs offer visitors one-on-one customer service resulting in a more complete or extended vacation experience thereby increasing the economic impact of travel in the state. The secondary mission of the centers is to educate industry partners on the value of utilizing WWCs to stimulate travel to their destination.

Strategies and Tactics
Utilize media and PR opportunities to increase awareness of the services at WWCs. • WWC managers utilize local media to promote centers; • Reach out to all media to promote value-added experiences in the WWC including special promotions and giveaways and new publications

Education and promotion
• Distribute WWC brochure through Department fulfillment channels and other affinity and user groups. • Enhance website with more pictures and WWC information and invite participation in promotions

Outreach
• Invite Governor and legislators to use their local WWC for media events and announcements; • Explore issues at a national level and in other states regarding welcome/visitor centers through organizations such as Education for State Travel Offices (ESTO) and Travel Industry of America (TIA); • Invite Governor’s Council members to visit a Welcome Center in their area or tour a nearby center in conjunction with meetings; • Organize periodic regional FAM tours for center staff to strengthen awareness for the industry and the WWC staff. Utilize Department of Tourism resources and programs to increase WWC visibility • Continue to refine presence on travelwisconsin.com. • Use in the co-op print program to promote special value-added WWC opportunities; • Utilize Department publications to position WWC as a valuable resource for travelers Enhance WWC facilities to more effectively meet the needs of customers • Evaluate hours of operation of all centers to maximize impact on the traveler; • Develop appropriate signage to reflect change to Welcome Center name; • Complete customer survey project and analyze research; • Create opportunities to reach Welcome Center visitors through technology. Strengthen relationship with Welcome Center customers • Develop a WWC e-newsletter offering Welcome Center customers timely and relevant information; • Offer promotions at WWCs to bring new customers and encourage repeat visits to the centers integrating with the other promotions the Department executes. Strengthen relationships with industry partners • Create opportunities at the Governor’s Conference to meet with industry partners one-on-one to learn about their destinations and to share information with them about marketing opportunities available a the Welcome Centers.

18 2006-07 Strategic Marketing Plan

Governor’s Conference on Tourism
The annual Wisconsin Governor’s Conference on Tourism provides the hospitality industry information and education on the latest trends affecting tourism in an environment that promotes networking and the exchange of ideas. The success and growth of the conference is reflective of a unified industry that wants to be successful in their business. The conference is attended by all elements of the Wisconsin travel and tourism industry: hotels and motels, resorts, bed & breakfasts, restaurants, festivals & events, attractions, cultural arts, gaming, retail stores, golf courses, taverns, convention & visitor bureaus, chambers of commerce and tourism related state agencies and associations. The 2007 Conference will be held in Appleton March 4-6, 2007.

Research Initiatives
The Department will continue to use the Davidson-Peterson study to track the annual, seasonal statewide and county-by-county economic impact of traveler spending on the state. As a complement to the economic impact study, the department will purchase other secondary research on an annual and/or seasonal basis to identify information on market share, trip origination, and other information as needed. Where appropriate for both strategic planning and with consideration to budget, specialized market research projects will be designed to meet the needs of the Department and the hospitality industry with special emphasis on partnership programs with the University of Wisconsin Extension. The Department will also continue its study of registered and non-registered visitors to travelwisconsin.com, building on research that began in early 2006. Our objective is to understand our site visitor demographics, determine the point(s) in their planning process at which they come to travelwisconsin.com, and the types of information they are most commonly seeking.

Wisconsin Department of Tourism 19