MADISON, Wis. – Today at the Wisconsin Governor’s Conference on Tourism (WIGCOT) Travel Wisconsin revealed its 2021 campaign, “The Wonder of Wisconsin.” After a year of canceled plans for many travelers, this campaign encourages travelers to reconnect, refresh and discover something unexpected in Wisconsin.

“2021 is going to be a critical year for tourism’s recovery and Wisconsin has something to offer everyone as they seek out safe options to make up for lost time,” said Acting Secretary Anne Sayers. “The 2021 campaign showcases Wisconsin’s spirited nature and opportunities to make memories that are sure to leave a lasting impression – from thrilling outdoor adventures to quiet moments spent reconnecting with friends and family.”

Advertising went live on Facebook and Google in March and the summer media buy will fully launch with additional digital advertising, online video, TV, connected TV, radio, online radio and billboards in May. This year’s advertising campaign will reach 12 markets, twice as many as Wisconsin tourism’s record-setting 2019. Additionally, the spend will be higher in each of the markets with a deeper reach. The plan includes the historic markets of Chicago, Minneapolis, Milwaukee, Madison and Green Bay along with seven new markets – Cedar Rapids, Duluth, Rochester, Davenport, Des Moines, Rockford and Wausau.

The data-driven advertising plan is designed to target travelers with the highest value of visit using a proprietary Propensity to Visit Model. This model incorporates several in-depth data sets from leading market research experts Longwoods International and Tourism Economics as well as visitation intelligence company Arrivalist, including demographic attributes, geographic attributes, prior travel behavior, psychographic measures related to travel, and personal values from consumers nationwide. More information about the model can be found in the recently published white paper co-authored by Travel Wisconsin, Longwoods International, Arrivalist and Hiebing.

To further highlight Wisconsin in the 2021 campaign, Travel Wisconsin worked with the Office of Outdoor Recreation to showcase the positive relationship between the many outstanding brands produced and used in our state for a wide array of outdoor activities. The following brands provided product for 2021 campaign productions: Johnson Outdoors, Harley Davidson, Rutabaga, Vorex Optics, Trek, Wheel and Sprocket, Bublr Bikes, Saris, GoMacro, St. Croix Rod, MirroCraft/Montego Bay, Acme Tackle Company, Mepps, Bending Branches, Duluth Trading Company, Jack Links, Polaris, Arctica and Elevation Supply Company.

Download the high-definition summer and fall TV commercials here.