MADISON, Wis. (April 1, 2024) – Under a recently expanded advertising footprint, Travel Wisconsin today launched its 2024 summer advertising campaign that highlights sweet summer moments in Wisconsin to visitors in 13 Midwestern markets.

Continuing the brand idea of “Here’s to Those Who Wisconsin,” the campaign celebrates the major reasons travelers choose to make memories in Wisconsin like waterparks, supper clubs, events and outdoor recreation. Travel Wisconsin’s signature 30-second summer advertisement, which is a cornerstone component of the campaign, features iconic summer traditions and experiences.

“We can’t wait for visitors to make sun-soaked memories this summer,” said Tourism Secretary Anne Sayers. “Our campaign reflects the breadth and depth of Wisconsin’s tourism opportunities, whether it’s our world-class events, cultural activities or unbeatable dining. The best souvenir visitors will take home this summer are those Wisconsin memories that last a lifetime.”

Maintaining consistency across seasons and years, the brand idea of “Here’s to Those Who Wisconsin” debuted two years ago and celebrates Wisconsin as a spirited, welcoming destination where visitors can discover the unexpected.

The 2024 summer campaign operates on both a geographically and demographically expanded footprint compared to last summer. Beginning in January, Travel Wisconsin added Marquette, Michigan, to its group of advertising markets and broadened the age range of the target audience. Travel Wisconsin’s advertising decisions are informed in part by the Propensity to Visit Model. A proprietary resource for Travel Wisconsin, the model combines industry-leading travel datasets to identify the advertising markets and audiences resulting in the highest value of visit.

The summer campaign is live in the Milwaukee, Madison, Green Bay and Wausau media markets. In addition to Marquette, out-of-state markets include Chicago, Minneapolis, Cedar Rapids, Davenport, Des Moines, Duluth, Rochester and Rockford.

Travel Wisconsin is taking a new approach this year to the run dates of the summer campaign. It is live now through May 12. The campaign will resume June 3 and continue until mid-July or mid-August, depending on the market.

“By structuring our campaign into two run dates, Travel Wisconsin captures attention early in the summer planning window and reaches travelers in the middle of the season to inspire those spur-of-the-moment trips,” Sayers said. “This approach strategically invests funds throughout the summer season.”

The 30-second commercial runs on television streaming platforms. Additionally, Travel Wisconsin inspires summer travel through social media advertisements, audio streaming ads, digital website banners, billboards, paid search and more.




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