For more information contact:
Lisa Marshall, WI Department of Tourism,
Phone: 608/267-3773
E-mail: lmarshall@travelwisconsin.com
FOR IMMEDIATE RELEASE
INCREASED FOCUS ON CULINARY TRAVEL HIGHLIGHTS WISCONSIN'S FALL TOURISM CAMPAIGN
MADISON, Wis. (Sept. 17, 2007) - The Wisconsin Department of Tourism is aggressively targeting the growing fall travel market this year with a new marketing communications campaign showcasing the state's wealth of culinary experiences. For the first time, the fall advertising campaign includes print ads placed in culinary publications Cooking Light and Gourmet. The Department is spending $1 million on the campaign, which includes advertising, public relations and online strategies.
"There is such untapped potential in the culinary travel market for Wisconsin, and this campaign serves up an intriguing invitation to visit our state for food finds, wine tours and more," said Department of Tourism Secretary Kelli Trumble. "After all, with our rich farming heritage, lush landscapes and cultural landmarks, why shouldn't we get our share of the culinary tourism pie? We're showing visitors they needn't travel to the east or west coast for tempting culinary experiences."
This year, even the popular pocket-sized Fall Sampler has a decidedly culinary focus. Itineraries covering six areas of the state are chock full of reviews of restaurants, wineries, breweries, orchards, cheese makers, farmers markets and food festivals. The seasonal guide also includes tips on fall color watching and a list of some of the biggest fall events around the state. The "Taste of Wisconsin" Fall Sampler will be inserted in select newspapers in the Midwest.
In addition to the Fall Sampler and print ads, online banner ads will run on culinary Web sites allrecipes.com, hgtv.com, cooking.com, and recipelink.com. Two 30-second and three 10-second television spots will run in Minneapolis/St. Paul, Chicago and Milwaukee markets.
During the last three years, 27 million American travelers were looking for culinary or wine-related activity while traveling according to the Travel Industry Association of America (TIA). Wisconsin is poised to tap into that market with its popular harvest and food, festivals, wineries, orchards and farmer's markets, diverse restaurants, and culinary schools.
Culinary travel information is available on the Department's Web site, TravelWisconsin.com, which features fresh content on Wisconsin's best food tours, orchards and farmer's markets. Other online tactics include a "Savor Wisconsin" consumer e-zine distributed to 290,000 email subscribers. Public relations include guest interviews on news programs in Madison, Milwaukee, Rockford, Eau Claire and Green Bay to discuss fall travel and coordination of a spa and culinary press trip. Wisconsin Welcome Centers will continue their ongoing Food Mood promotion and distribute a brand new "Girlfriend's Getaway" rack card that features popular winery tours, B&B's and outdoor activities.
Fall travel in Wisconsin has seen a dramatic increase in the last few years. Since 2004, spending by travelers in Wisconsin during September-November has grown by $242 million. In 2006, fall traveler spending accounted for $3 billion of the $13 billion overall annual traveler spending total.
The Department of Tourism's agency of record, Boelter + Lincoln Marketing Communications, produced the new marketing campaign, which can be viewed online at http://www.boelterlincoln.com/tourism/fall/.
For free travel information and travel-planning guides, visit TravelWisconsin.com or call the Wisconsin Department of Tourism's toll-free number, 1-800-432-TRIP/8747. Travelers can also obtain guides and information at the Wisconsin Welcome Centers, located in select state-border cities.
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