Sparking the unexpected moments that bring people closer
The Challenge
Vacations are a time for people to slow down and share new experiences with loved ones. So, we set out to prove to Memory Makers – Travel Wisconsin’s target audience – that Wisconsin is the perfect backdrop for an unforgettable getaway. Our Here’s To Those Who Wisconsin campaign idea is a data-powered celebration of our state that allows us to rival neighboring, deep-pocketed competitors and generate outsized shares of visits and spending.
The Possible
Recast a trip to Wisconsin as the ideal way to slow down and celebrate each breathtaking moment.
The Provable
Data-powered creative deployed through strategic media placements put Wisconsin as a top choice destination for travelers.
The Work
Brand idea: Here’s to those who Wisconsin ...
Our Here’s To brand idea is an enticing invitation to the Memory Maker to explore all Wisconsin has to offer. Every campaign choice focuses on shared moments of joy with Wisconsin sights, attractions and beauty as the backdrop to each visitor’s experiences. The immersive viewpoint of the campaign raises a glass to the adventurous Memory Maker – a true “cheers” moment visitors can only experience here.
Video
Our seasonal campaigns, Fall, Summer and Winter, placed the Memory Maker at the forefront of our creative choices to truly showcase the unexpected beauty found in Wisconsin year-round.
Photography
Every Memory Maker wants to capture moments that will last a lifetime. Our photography featured premier locations in Wisconsin that would inspire audiences to place themselves in frame worthy photos of their own.
Digital Promotion
At a critical moment for Wisconsin events, our digital campaign rose to the occasion with resounding success across every objective – igniting the traveler’s budding interest with the inescapable allure of Wisconsin’s one-of-a-kind fairs, festivals and celebrations. Digital tactics like our “Fest or Fiction” contributed to 11.8% and 13.6% respective increases YOY in same-day and overnight visits to Wisconsin.
Out of Home
Our series of out-of-home boards were placed in nearby areas where visitors were likely to spend a night in Wisconsin to drive more overnight visits and spend. We even captured major intersections in a large metropolitan area in partnership with the Mayo Clinic to surround targets with digital boards of the shared moments of joy that visitors experienced in our state.
High Impact Display Ads
Knowing our targets see display advertising many times throughout their day, we created custom, high-impact digital ad units to capture the Memory Maker’s attention when on their mobile devices. Featuring seasonal activities and wow-worthy scenery, we deployed these in DMAs with the highest propensity to visit Wisconsin.
Social
Audiences increasingly browse social media to find inspiration for things to do on their next vacation – so we set out to meet them while they planned their next visit. We launched content on multiple evolving platforms where they could see themselves capturing heartwarming moments and taking the plunge into exciting adventures only Wisconsin can offer.
Marketing science
We optimized our creative with a neuroscience-based testing process to better understand how Memory Makers engaged with our content. Eye tracking and EEG measured attention, engagement, cognition and motivation. Understanding these metrics helped us optimize points when Memory Makers were disengaging or struggling to understand the content before we launched.
The Momentum
The Here’s To Those Who Wisconsin campaign not only enticed travelers to the state—it reshaped the nation’s perception of Wisconsin as a premier vacation destination.
By transforming data-powered, dynamic storytelling into measurable economic impact, we helped the state rebound from the challenges of COVID-19 faster than competitors with much deeper pockets—all on a leaner budget. The results speak for themselves: back-to-back record-setting years, with an economic impact of $23.7 billion in 2022 and $25 billion in 2023, a whopping 13.6% increase over pre-pandemic levels. We captured longer trips, and those who visited spent more money right here in Wisconsin, driving incredible growth for the state’s economy.
