Wisconsin, Denver Launch Summer Tourism Ads
Wisconsin and Denver are spending $3.15 million and $2 million, respectively, on summer marketing campaigns that aim to attract tourists to their areas.
Wisconsin's "Picture the Fun" campaign will be seen in markets across Wisconsin, Illinois, Michigan, Minnesota and Iowa and will feature TV, radio, print, digital ads, public relations, social media and advertising with the Chicago Transit Authority. The theme of the campaign for the Mile High City is "Denver's Summer of Adventure." Denver-based KarshHagan Advertising designed the campaign, which includes TV, radio, billboards and print in national and regional magazines.
One of Wisconsin's three new TV spots features actor Henry Winkler, best known for his "Fonz" role in the Milwaukee-based "Happy Days" TV sitcom. Winkler is shown offering to take the picture of a young vacationing couple who are admiring the recently unveiled bronze "Fonz" statue in Milwaukee. Milwaukee-based Laughlin Constable is the agency of record for the Department of Tourism. The campaign features the work of Wisconsin talent, production crews and musicians.
In addition, campaign extensions will run on TravelWisconsin.com and the Department of Tourism Facebook page and Twitter feed throughout the campaign, and will include: notable guest bloggers with ties to Wisconsin, a "Summer Fun Report" and a "Picture the Fun" photo contest. Free Travel Wisconsin iPhone and Android apps are also available for download and help travelers find local attractions, lodging, dining and recreation throughout the state.
The strategic vision for the Wisconsin campaign was based on research conducted by the Department of Tourism over the last three years. Research showed Wisconsin held a unique position in that travelers across the Midwest not only viewed Wisconsin as a fun destination, but also judged it more fun when compared to other states competing for the same traveler dollar.
The Denver ad campaign showcases how the city offers both outdoor adventures with big city tourist attractions. One ad features a picture of Coors Field next to one of Red Rocks and bears the message: "There's Out of the Park. And Way Out of the Park." A promotional aspect to the campaign offers visitors to the Web site www.visitdenver.com/adventure the opportunity to design their own vacation to the area.
Print ads for the Denver effort will appear in Travel + Leisure, Food & Wine, Oprah's O and the AARP magazine. Regional ads will be aimed at cities where most tourists to Denver live, including Phoenix, Kansas City and Dallas. Regional magazines include those in Phoenix and Kansas City, the Midwest edition of Budget Travel, Sunset and AAA magazines.
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When I notice the amounts of marketing spend for these two DMOs and then the wide range of media over which this is spread, I can't help but get the impression that the impact has to be minimal. With the exception of adding social media and mobile apps, this is just so much plain vanilla tourism marketing. Why not be bold and just focus on a limited media selection but be very visible there instead of being spread too thin all over the place.