Published on : Wednesday, March 14, 2018
The Wisconsin Department of Tourism unveiled its new ad campaign Monday on the opening day of the Governors Conference on Tourism in Appleton.
The first advertisement is scheduled to begin airing this month, features Matt Scott, a four-time Paralympian who won a bronze and a gold medal during the London and Rio games, respectively, and who has appeared in Nike commercials.
The spot includes the images of Scott touring Madison, with stops at Memorial Union Terrace and Eno Vino, a bar and restaurant on the upper floors of the AC Hotel at East Washington Avenue and North Webster Street.
The other spot celebrates Gemütlichkeit, a German term that conveys warmth, cordiality, comfortable friendliness and congeniality. The term is popular, especially in the fall with German festivals around the state, including Gemütlichkeit Days in Jefferson.
The spot is designed to capture the sense of “camaraderie and fun travelers can have” when visiting the state.
The Gemütlichkeit ad will begin running in May. Both advertisment are part of the state’s summer tourism campaign that also includes radio spots, print ads, digital and social media, and public relations. The spots will run in Midwestern markets including Chicago, the Twin Cities, St. Louis and Milwaukee.
Here tourism is one of the leading industries in Wisconsin. In the year 2016, the tourism spending in Wisconsin grew for the seventh straight year as direct visitor spending statewide grew 3.3 percent to $12.3 billion, while the number of visitors rose 2.3 percent to nearly 108 million people.