Seasonal Marketing Plan

Here’s to being awed by autumn in Wisconsin. To exploring breathtaking beauty and enjoying classic fall festivities with family and friends. To adventures on the water and above towering treelines lit up with brilliant color. Here’s to fall flavors that taste even better when shared–and to magical moments designed for all.

Our Fall 2023 Advertising Campaign highlights all that a Wisconsin autumn has to offer and aligns with Travel Wisconsin’s strategic brand positioning, inspiring travelers to make magical memories together through unforgettable experiences they can only get here. The campaign’s creative features a wide range of travelers and activities, inviting travelers along to share one-of-a-kind fall adventures and quality time with the people who matter most.

Here’s a deeper dive into each component of the fall 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, unforgettable travel moments and our state’s stunning fall color. Take a look!

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.

Digital Display

Our animated digital banners and high-impact mobile ad units inspire travelers to experience an unforgettable autumn 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.

Audio :15 & :30

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

Social

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

Out-of-home

We’re placing these eye-catching billboards across the Midwest this season to inspire a wide variety of travelers. Each billboard location was strategically selected based on geolocation data that shows what neighborhoods our visitors are coming from. This fall, that includes two billboards directly across from the Minneapolis U.S. Bank Stadium during Minnesota Vikings games. Come on over, neighbors!

Accessibility Directory Filter

Disabilities affect 1 in 4 Americans with many different factors at play that impact whether travel parties can travel comfortably. We’ve identified 20 descriptions to help travelers more accurately understand how businesses and events’ accessible offerings will meet their travel parties’ unique needs. These features can be used to filter listings across TravelWisconsin.com to search for businesses and events that identify these offerings. Check out all 20 accessible features here.

We have also refreshed and expanded our accessibility landing page to provide travelers with even more inspiration and resources for barrier-free fun. This page provides information on accessible attractions, lodging and programs in Wisconsin. It also includes previews of Travel Wisconsin stories with an accessibility focus as well as other partner resources to ensure all travelers have the best possible experience traveling in our state. View the page here.

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.

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 in Wisconsin.

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 on your site, helping more travelers discover fall color in Wisconsin!