Board meetings, strategic plans, and buyer signals from Heidi Schultz’s organization
Nov 19, 2025·StrategicPlan
Board
Wisconsin Department of Tourism Statewide Marketing Strategy
This Statewide Marketing Strategy aims to elevate the Wisconsin brand, increase positive perceptions, and boost brand awareness across target markets. Key objectives include connecting outdoor recreation with traditional tourism sectors and increasing overnight stays and visitor spending. The strategy is centered on the brand promise of "Wisconsin, where the unexpected is ready to be discovered," emphasizing unique outdoor adventures, celebratory events, craft culinary experiences, and diverse accommodations to attract memory makers looking for joyful shared moments. It outlines target audiences (adults 35-44 and 25-34 with kids) and specific in-state and out-of-state markets, leveraging a variety of campaign touchpoints.
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Wisconsin Department Of Tourism Statewide Marketing Strategy
This document outlines a Statewide Marketing Strategy for Wisconsin. Its primary goals are to elevate the Wisconsin brand, increase positive perceptions, and enhance brand awareness across target markets. Key focus areas include connecting outdoor recreation with traditional tourism sectors, increasing overnight stays, and boosting visitor spending. The strategy also defines a shared brand promise, targets specific motivations, and identifies key campaign touchpoints, target audiences, and markets for promotional efforts.
Sep 25, 2025·BoardMeeting
Board
Wisconsin Council on Tourism Minutes
The council received updates from various department committees, including group travel, marketing, and outdoor recreation. A presentation was provided on seasonal travel reports which contributed significantly to return on investment and web traffic. The Secretary provided an update on agency operations, including internal restructuring and the selection of a new agency of record. Additionally, the council held an election to fill a vacancy on the marketing committee.
Sep 23, 2025·BoardMeeting
Board
Wisconsin Council on Tourism Minutes
The meeting included reports from six Department of Tourism committees covering topics such as inclusion, marketing, outdoor recreation, and group travel grants. The Council conducted elections to fill two vacancies on the Marketing Committee. Additionally, the Council received a presentation on department business, which highlighted current travel trends, Wisconsin's ranking as a tourism economy state, and strategies to increase economic impact. Plans for the upcoming Wisconsin Governors Conference on Tourism were discussed, and members were reminded of upcoming deadlines for mandatory public official training.
Extracted from official board minutes, strategic plans, and video transcripts.
