Travel WisconsinBecause This Midwestern State is Anything But Mid
Challenge
Travel Wisconsin needed to bring more visitors and dollars to Wisconsin. But despite everything our home state offers, neighboring states were outspending and outshining us. We needed a message that would stand out from the herd and drive real economic impact.
Solution
We learned that Wisconsin had a perception problem. Most tourists thought it was all cheese, farms and beer, and in their minds, not worth their time or money. Our Here’s To campaign flipped that script, showcasing everything Wisconsin brings to the table (not just squeaky curds) and targeting travelers most likely to pack their bags. And it worked. In 2024, Wisconsin landed among the five fastest-growing tourism economies in the country—earning a seat at the table with New York and California.
Insight
Our audience was tired of paying for experiences that faded as soon as they ended. Above all, they valued deeper moments of connection and memories that would last a lifetime. That’s a vacation worth every dime.
Result13.6%increase in out-of-state trips to Wisconsin
The Propensity To Visit ModelOur predictive model transformed scattered data sets into visit forecasts—helping us invest media dollars in ways that created real economic growth. The model allowed us to:
Predict incremental revenue from marketing investments
Optimize spend across markets and audiences
Evaluate ROI-driven market potential
Expand into seven new markets and sharpen our focus on younger travelers
ResultWisconsin ranked among the FIVE fastest-growing tourism economies in 2024
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