Destinations Wisconsin (formerly the Wisconsin Association of Convention and Visitors Bureaus) today presented the 2019 Wisconsin Tourism Trailblazer awards to the Stevens Point Area CVB and Destination Madison for outstanding marketing and partnership efforts.
Stevens Point Area CVB received the Trailblazer Award in the under $25,000 Marketing Campaign category for the Central Wisconsin Craft Collective Sweepstakes. The goal of the sweepstakes was to promote the Stevens Point Area as a travel destination for people who like craft beer, wine and spirits and expand the reach and awareness of the Central Wisconsin Craft Collective brand, which is a cooperative partnership between the beer, wine and spirit makers in the Stevens Point Area. The sweepstakes had nearly 4803 entries, exceeding the goal of 1,000 entries. The Facebook audience of engaged prospective travelers reached 1,544, exceeding the goal of 200. Website user sessions during the sweepstakes were up 65% from the previous year and follow-up emails to users generated over 300 opt-in email newsletter subscribers and/or visitor guide requests. Additionally, the CVB visited with Chicago-based beer writers and influencers which generated further online promotion of the contest.
Destinations Madison received the Trailblazer Award in the Outstanding Partnerships category for the One City. One Contract. program. The initiative links togethers hotels – regardless of brand – together into one contract for meeting planners by offering a single set of terms and clauses. The idea solved one of Madison’s challenges, in the meetings and events industry, the lack of a large-capacity hotel. Planners must split their attendees amongst multiple hotels and therefore, deal with multiple contracts with different terms. One City. One Contract. was designed to turn that challenge into an innovative strength to better compete on a national level. The One City. One Contract. resulted in unprecedented collaboration of Madison’s hotel brands and built upon the city’s essence – a destination built on collaboration and innovation. It creates not only a unique tool for planners to use, but increases Madison’s awareness across the nation. The concept has received recognition from the meetings industry trade media and planners alike, with one national planner summarizing the intiative as a “game changer.”
Destinations Wisconsin presents the Wisconsin Tourism Trailblazers awards each year during the Wisconsin Fall Tourism Conference in an effort to increase the visibility of Wisconsin’s tourism industry and destination marketing organizations. The awards recognize Wisconsin tourism organizations for outstanding marketing and partnership efforts. Wisconsin Department of Tourism Secretary-designee joined Destinations Wisconsin in presenting the award at this year’s conference in Manitowoc. Destinations Wisconsin represents nearly 40 Wisconsin's destination marketing organizations and initiates cooperative ventures that strengthen Wisconsin's tourism industry.