Governor Doyle Launches New Fall Tourism Campaign

Share Article

First steps toward the unified brand strategy for the state.

Governor Doyle today launched the state's new fall tourism advertising campaign, the first as part of a unified competitive branding strategy - Originality Rules - covering all economic sectors and government agencies. The fall ads, which 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 fall.

"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," Governor 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 Governor Doyle in March. The brand strategy is a strategic framework from which a new theme line, advertising concepts and marketing materials is being developed. It guides the development of all marketing communications conducted by the Department of Tourism and may be applied to other state government agencies, including commerce, agriculture, natural resources, workforce development and education, to achieve a unifying competitive strategy for Wisconsin.

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 band The BoDeans. 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. The popular Fall Sampler, a 16-page digest featuring culinary ideas and fall events, will be inserted into major newspapers in target markets. To view these materials, go to:

The Department of Tourism's agency of record, Boelter + Lincoln Marketing Communications, created the new campaign, which can be viewed online at Shooting for the ads was done on location in Ozaukee and Chippewa counties by Wisconsin-based filmmaker Michael Graf and photographer John Sibilski.

In a related announcement, Secretary Kelli A. Trumble announced that Sarah Klavas is the state's first brand manager. She will be working to establish a unified competitive strategy to raise the state's profile regionally, nationally and internationally. In that role, Klavas is responsible for identifying opportunities to align state agencies, organizations and other key stakeholders under the new brand strategy by collaborating with them on market research, advertising strategies, communications programs, and tactics for growing return-on-investment. Klavas will continue to serve as the director of the bureau of integrated marketing and communications at the Department of Tourism.

"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," Tourism Secretary Kelli A. Trumble said. "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."

Since 2004, visitor spending during September, October and November has grown by $285.4 million. In 2007, the fall season accounted for $3.068 billion of the nearly $13 billion overall economic impact total, making it the second-largest travel season after summer. Tourism's $1.1 million fall campaign builds on this growth and showcases Wisconsin's originality in the fall season.

For free Wisconsin travel information and travel-planning guides, including the 2008-2009 Wisconsin Fall/Winter Event Guide or the Wisconsin Activity Guide, the public can visit or call the Wisconsin Department of Tourism's toll-free number at 1-800-432-TRIP/8747. Travelers can also obtain guides and information at the Wisconsin Welcome Centers, located in select state-border cities.

Valeria Davis or Lisa Marshall
Phone: 1-800-236-PLAY/7529
Fax: 608/266-3403
E-mail: pr @

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Valeria Davis

Lisa Marshall

Email >
Visit website