MADISON, Wis. (April 6, 2023) – Travel Wisconsin’s 2023 summer advertising campaign is now live, reaching travelers in a dozen Midwestern markets and carrying forward the brand idea of “Here’s to Those Who Wisconsin” into a second year.

The campaign showcases families and friends discovering the unexpected together and sharing genuine smiles, laughs and moments of joy. It features travelers of varying abilities enjoying Wisconsin summertime traditions like outdoor festivals, fun adventures on the water and more.

“Travel Wisconsin is ready to welcome travelers to experience a wonder-filled summer, and I’m thrilled to see how this campaign will inspire them,” said Tourism Secretary Anne Sayers. “Travel Wisconsin champions the idea of ‘Here’s to Those Who Wisconsin’ as a recognition of Wisconsin’s celebratory spirit and welcoming nature. Our summer campaign materials wonderfully capture this idea, from a family expressing joy during an awe-inspiring tour of Yerkes Observatory and friends making memories at a music festival to a picture-perfect day sailing on Lake Michigan.”

The 2023 summer campaign is Travel Wisconsin’s fourth advertising campaign under the brand idea of “Here’s to Those Who Wisconsin,” which debuted last summer. Maintaining the brand idea — in combination with advertising in the same 12 markets since March 2021 — intentionally builds consistency across seasons and reinforces Wisconsin as a preferred vacation destination.

To understand the effectiveness of the 2023 summer campaign, Travel Wisconsin ran neuroscience research on the 30-second commercial and found it outperformed commercials from neighboring competitors when it comes to travel motivation.

“A data-driven mindset guides our advertising decisions, and we’re seeing impressive results because of that,” said Chief Marketing Officer Shane Brossard. “In such a competitive landscape, Travel Wisconsin leans heavily into our brand positioning to follow the data and show travelers Wisconsin has exactly what they’re looking for in a memorable vacation.”

In-state markets include Milwaukee, Madison, Green Bay and Wausau, while out-of-state markets are Chicago, Minneapolis, Cedar Rapids, Duluth, Rochester, Davenport, Des Moines and Rockford. These markets were selected using Travel Wisconsin’s innovative Propensity to Visit Model. Combining datasets from several leading tourism research firms, the proprietary model identifies which target markets and audiences result in the highest value of visit. Before each seasonal campaign, Travel Wisconsin further refines the Propensity to Visit Model and adjusts its advertising strategies in each market to maximize effectiveness.

The 2023 summer campaign runs April 3 – July 9. In addition to running commercials on connected TV, the campaign will connect with potential visitors through digital advertising, online videos, audio streaming platforms, social media, paid search, billboards and

View an overview of the summer campaign here and download the high-definition summer TV commercial here.




About Travel Wisconsin
Travel Wisconsin is the official destination marketing organization for the State of Wisconsin operating under the Wisconsin Department of Tourism. We work to market the state as a premier travel destination while generating greater economic impact for Wisconsin through tourism. Learn more at