Seasonal Marketing Plan

Here’s to a Wisconsin winter that’ll warm your heart. Whether skiing down slopes, snowshoeing along trails or cruising on snowmobiles, our state has all the best ways to play in the snow with your favorite people. Here’s to cozying up in cabins with toasty fireplaces, celebrating the season’s lively festivals and exploring big cities and small towns that sparkle under fresh snow. 

Our Winter 2023 Advertising Campaign highlights all that a Wisconsin winter has to offer and aligns with Travel Wisconsin’s strategic brand positioning, inspiring travelers to make magical memories together through unforgettable experiences special to our state. The campaign’s creative invites us along to share exciting snowy adventures and quality time with friends and family.  

Here’s a deeper dive into each component of the winter campaign: 

TV Spot: 30 Seconds

At the center of the campaign is this 30-second TV spot. Airing on connected TV and other channels across the Midwest, it immerses viewers in real, memorable travel moments in the winter wonderland that is Wisconsin. 

Video Extensions: 15 Seconds

In addition to the 30-second spot, we’re running15-second spots on connected TV and other online channels. Each targets a unique audience segment based on their interests and behaviors, including an outdoors theme and ski-specific spot. Knowing our audience is paramount to powerful ads, so we’ve created messaging tailored just for them. 

Digital Display

Our animated digital banners and high-impact mobile ad units inspire travelers to experience winter in Wisconsin. We’re utilizing multiple versions of copy and imagery to target relevant audiences with key topic areas. And by carefully matching the look and feel of other assets, these ads create a cohesive, intuitive experience for users. 

Freestyle Fun Banner - Winter 2023

Winter Wonderland Banner - Winter 2023

Audio

Leveraging broadcast, music and podcast streaming platforms, our 30-second and 15-second winter audio spots immerse listeners into an array of Wisconsin winter experiences shared with the people they love. 

Social

Captivating ads across multiple social platforms showcase winter travel in Wisconsin. We leverage 15-second videos to engage viewers, drive web traffic and inspire travel. 

Out-of-home

We’re placing these eye-catching billboards across the Midwest this winter. Each billboard location was strategically selected based on geolocation data that shows what neighborhoods our visitors are coming from. 

Winter 2023 OOH Billboard

Winter 2023 OOH Billboard 2

Wisconsin Snow Report

The Wisconsin Snow Report is multiple reports in one, so travelers can easily plan ahead for all types of winter fun. Great for checking conditions and sharing frosty photos, we’re sharing this resource across many channels this season, including email, SMS, social ads and more.  

Wisconsin Snow Report Widget

Powered by the Wisconsin Snow Report, the Wisconsin Snow Report widget allows you to showcase real-time snow and trail conditions across Wisconsin.   

It’s easy to create one for your own website, and it’s customizable by county, multiple counties or the entire state. Just go through the steps in the Wisconsin Snow Report widget creation tool — it’ll give you the customized widget’s embed code as well as some instructions. Work with your own web team to display it proudly on your site, helping more travelers plan and experience an extraordinary winter in Wisconsin. 

This year, we are making it even easier to make the most of the snowy season with a QR code that visitors can scan with their mobile phone to access the Wisconsin Snow Report and see real-time trail conditions in Wisconsin. You can download and print the 8.5x11-inch sign to hang in your business to encourage people to get out and enjoy the wintry weather while it lasts! Download the sign