New Winter Tourism Campaign Showcases Wisconsin's Originals

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Outdoor recreation, performing arts highlighted

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

The Wisconsin Department of Tourism today unveiled its new winter marketing campaign, the latest manifestation of its unified competitive brand strategy, called "Originality Rules." The winter ads, which begin running late December, highlight the passion, pride and creativity of Wisconsin's people and the original ways they create fun winters in Wisconsin.

"We're excited and honored to feature Wisconsin Olympic speed skating champion Bonnie Blair and the internationally renowned Ko-Thi Dance Company in our new winter advertising," said Wisconsin Department of Tourism Secretary Kelli A. Trumble. "The winter tourism campaign depicts the talent and passion of Wisconsin's people and places, specifically through these shining examples from the worlds of winter sports and the arts."

The campaign includes two, 30-second television spots as well as a variety of online and print advertising and an integrated public relations campaign. The new ads are the latest in the evolution of the state's "Originality Rules" brand strategy, championed by Governor Doyle.

The ads featuring Blair focus on outdoor winter fun and were shot at Cascade Mountain in Portage, Wis. They show Blair, her husband and two children skiing, spending quality time as a family. Blair asks the viewer: "How does winter in Wisconsin inspire you?" and directs travelers to to create their own winter getaway plans.

The ads showcasing Ferne Caulker, founder of Milwaukee-based Ko-Thi Dance Company, were shot at Riverside Theater in Milwaukee. Images of dancers and drummers surround Caulker as she moves from rehearsal to performance. Caulker invites the viewer to consider "How do the arts in Wisconsin inspire you?" and encourages travelers to discover unique experiences by visiting

"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.

The Wisconsin Department of Tourism ads will run in regional media, anchored by the two, 30-second television spots airing in the Chicago, Madison, Minneapolis-St. Paul and Milwaukee markets and supported by online and print advertising. The media can view the campaign materials online at

In 2007, the winter season (December, January and February) accounted for $2.2 billion traveler spending of the nearly $13 billion spent annually by travelers in Wisconsin.

For free Wisconsin travel information and travel-planning guides, including the 2008-2009 Wisconsin Fall/Winter Event Guide or the Wisconsin Activity Guide, travelers 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, Wis. Dept. of Tourism
Phone: 1-800-236-7529
Fax: 608/266-3403
Press Room:

Andy Larsen, Boelter + Lincoln
Phone: 414/840-0891 (after hours and weekends)


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Valeria Davis or Lisa Marshall

Andy Larsen
Boelter + Lincoln
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