Seasonal Marketing Plan
Here’s to chasing fall in Wisconsin. From fall color that’s breathtaking, to seasonal tastes and craft brews, to high-energy festivals and more — this season is the perfect backdrop for memory-making with the people who matter most.
Our Fall 2022 Advertising Campaign puts Wisconsin in the spotlight in a way that aligns with Travel Wisconsin’s strategic brand positioning, inspiring travelers to come experience a fall here they’ll never forget. The campaign’s creative puts us in hot air balloons, whitewater rafts, hiking boots and live theater seats. All across the state, real families and friend groups make Wisconsin’s welcoming, spirited nature shine through.
Let’s take a deeper look at each component of the fall campaign:
TV Spot: 30 Seconds – Here's to Chasing Fall in Wisconsin
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, unforgettable travel moments and our state’s stunning fall color.
Video Extensions: 15 Seconds
In addition to the 30-second spot, we’re running 15-second spots on connected TV and other online channels. Each targets a unique audience segment based on their interests and behaviors, including a Chicago-specific spot. Knowing our audience is paramount to powerful ads, so we’ve created messaging tailored just for them.
Our animated digital banners and high-impact mobile ad units inspire travelers to experience fall 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.
High Impact Banners
In addition to digital display ads, these high impact banners catch users’ attention in bold, animated, interactive ways.
Leveraging broadcast radio as well as music and podcast streaming platforms, our 30- and 15-second fall audio spots immerse listeners into an array of Wisconsin fall experiences shared with the people they love.
Captivating ads across multiple social platforms showcase fall travel in Wisconsin. We leverage 30- and 15-second videos to engage viewers, drive web traffic and inspire travel.
We’re placing these eye-catching billboards across the Midwest this fall. Each billboard location was strategically selected based on geolocation data that shows what neighborhoods our visitors are coming from.
Fall Color Report
Wisconsin’s Fall Color Report is one of the most visited pages on TravelWisconsin.com. Why? Because it’s engaging, interactive and extremely useful. Since it’s a great resource for all fall color travelers, we’re sharing it in big ways across many channels — from social ads to email campaigns and more — this season.
Fall Color Report Widget
Powered by the Fall Color Report, the Fall Color Report widget allows media outlets, industry members, state agencies and others to showcase real-time fall color conditions.
It’s easy to create one for your own website, and it’s customizable by county, multiple counties or the entire state. Just work through the steps in the Fall Color 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 discover fall color in Wisconsin!
This year, we are making fall color chasing even easier with a QR code that visitors can scan with their mobile phone to access the Fall Color Report and see real-time color conditions in Wisconsin. You can download and print the 8.5x11-inch sign to hang in your business through November to encourage people to get out and enjoy the fall color while it lasts! Download the sign here.