Destinations Wisconsin Announces 2025 Tourism Trailblazer Award Winners
DestinationsWisconsin proudly presented the 2025 Wisconsin Tourism Trailblazer Awards at its annual conference.
The awards recognize the outstanding achievements of Wisconsin’s destination marketing organizations and tourism industry leaders, celebrating excellence in marketing, partnership, and destination development.
Each year, Destinations Wisconsin’s Trailblazer Awards shine a spotlight on the creativity, collaboration, and impact of Wisconsin’s tourism professionals. This year, five organizations were selected for their exemplary contributions.
OutstandingMarketing Campaign (Budget Under $1.5 million)
Visit Oconto County received the Trailblazer Award for its “One Mile, One Minute” campaign. The campaign positioning the destination as a convenient and welcoming location for 2025 NFL Draft attendees and year-round visitors. Through66 locally-produced videos featuring community leaders and business owners at their welcome signs and establishments, showcasing Oconto County’s proximity to Lambeau Field, unique attractions, and local hospitality. The campaign generated impressive results, with over 300,000 video views, more than 154,000 engagements on the welcome social media post, and 947 video shares.
Outstanding Marketing Campaign (Budget Over $1.5 Million):
The Waupaca Area Convention & Visitors Bureau (CVB) was recognized for its innovative digital marketing strategy targeting Millennial and Gen Z travelers. By revitalizing its social media presence—including launching TikTok and transforming its Instagram and Facebook accounts—the organization grew its reach from 390,900 social views in 2024 to over 2.2 million by the third quarter of 2025. The campaign’s social media reach totaled more than 660,000,far exceeding targets, and expanded engagement through blogs and newsletters.
Outstanding Partnership (Budget Under $1.5 Million):
The Minocqua Visitors’ Bureau received honors for its partnership with a national media network to promote bass fishing in the Northwoods. This collaboration showcased the region’s natural beauty and tourism opportunities, while engaging 500 local students with interactive presentations from fishing professionals on conservation, career opportunities, and fishing techniques.
Outstanding Partner Collaboration (Budget Over $1.5 Million):
Discover Green Bay was awarded for its exceptional collaboration with PMI Entertainment and the Green Bay Packers in hosting the 2025 NFL Draft. This unified effort brought more than 600,000 visitors to the region, generated 750news stories nationwide, and delivered transformative economic impact, setting a new benchmark for cooperative excellence in destination marketing and event execution.
Outstanding Destination Development:
Visit Eau Claire was recognized for its management of the Eau Claire Sculpture Tour, which has become a cornerstone of the region’s cultural identity and a leading driver of public art tourism. The tour connects artists, residents, and visitors through a walkable art experience, supported by sustainable funding and community partnerships. With national recognition from outlets such as Midwest Living and USA Today, and over 35 million potential media impressions, Eau Claire has cemented its reputation as a vibrant, art-forward destination.
Destinations Wisconsin congratulates all the award recipients for their dedication, creativity, and leadership in advancing Wisconsin’s tourism industry.