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 tree lines lit up with brilliant color. Here’s to fall flavors that taste even better when shared — and to magical moments designed for all.
Our 2024 fall advertising campaign aligns with Travel Wisconsin’s strategic brand positioning, inspiring travelers to make magical memories together through unforgettable autumn experiences they can only get here. The campaign’s creative features a wide range of 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 creating powerful ads, so we’ve tailored messaging 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 running multiple versions of copy and imagery to target relevant audiences with key topic areas. 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.
Fall Color Report
Wisconsin’s award-winning 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 you 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!
