MADISON, Wis. – This week, the Wisconsin Department of Tourism released its new summer advertising campaign showcasing Wisconsin’s seasonal festivals and spotlighting Green Bay Packers All-Time Leading Receiver and Super Bowl Champion and “Dancing with the Stars” champion Donald Driver. The campaign is the Department’s latest effort to promote the state’s $21.6 billion tourism industry to audiences throughout the Midwest.
"Wisconsin has a fun-filled festival for everyone, and we are grateful for our partnership with Donald Driver in promoting that fun,” said Tourism Secretary-designee Sara Meaney. “Driver’s infectious energy and depictions of Wisconsin’s wacky and fun festivals will help drive travelers into communities throughout Wisconsin."
The campaign includes a video commercial featuring Driver and his trademark smile as he flashes his dance moves, indulges in classic festival food and gets knee-deep in a cranberry bog. He invites travelers to experience Wisconsin’s playful side with the line, “Why am I always smiling? Travel to Wisconsin and find out for yourself.” The commercial was filmed at Warrens Cranberry Festival in Warrens and includes appearances by the Tomah High School Marching Band, Heart of Wisconsin Chorus of Sweet Adelines International, Warrens Cranfest Royalty and many festival attendees.
"I have a special place in my heart for Wisconsin, visiting always feels like coming home,” Driver said. “And I couldn’t resist joining in the fun. How often do you get the chance to hang out in a cranberry bog at the World’s Largest Cranberry Festival?"
In addition to the Driver commercial that airs on TV and online, out-of-home media emphasize that Wisconsin has a fest for everything, from Butterfest to Beef-a-Rama, with billboards depicting mashups of different festivals’ characteristics. Seemingly unrelated things, like corn on the cob with airplanes and bacon with microphones, come together to make something unique and fun, like Wisconsin.
Digital ads use various messaging to again highlight Wisconsin’s diverse festivals and fairs. Included are interactive banners that serve up a game of "Fest or Fiction," which challenges users to guess if a festival is fake or an actual Wisconsin festival.
The campaign also encompasses social media, radio spots and public relations efforts. It is set to run through the fall in select Midwest markets, such as Chicago, the Twin Cities, St. Louis and Milwaukee. Visit industry.travelwisconsin.com/marketing-overview for more details about this summer’s advertising campaign.