Destinations Wisconsin today presented the 2021 Wisconsin Tourism Trailblazer awards to the Wisconsin Dells Visitor & Convention Bureau, Hayward Lakes VCB and Destination Madison for outstanding marketing efforts.
The Wisconsin Dells Visitor & Convention Bureau received the Wisconsin Tourism Trailblazer Award in the under $25,000 Outstanding Marketing Campaign category for the Grow the Game Campaign. The goal of the campaign was to drive long-term awareness of the Wisconsin Dells area as a premier golf destination. The tactics focused on pitching media and social media influencers. The campaign generated $11.4 million in earned media coverage and 42 Instagram posts from a golf social media influencer Roger Steel. Coverage in golf media included Midwest Golfing Magazine, Golf Week, Golf Pass, Chicago Daily Herald and WCLO News Talk Radio.
The Hayward Lakes Visitor & Convention Bureau received the Wisconsin Tourism Trailblazer Award in the $25,000 -$50,000 Marketing Campaign category for the Sledding in Sawyer County Campaign. The goal of the campaign was to expand awareness of the Sawyer County trail system, bring new visitors to enjoy the trails and encourage those that have previously visited to return. The campaign included a Snap a Selfie photo contest using Instagram and Facebook which resulted in 81 submissions and 341 new followers. The campaign also used digital and inbox marketing along with media relations. The Bureau conducted a survey at area lodging and restaurant partners and learned that 55% reported a direct increase in business as a result of the snowmobile promotion. Also, 55% reported that their guests were first time visitors to the Sawyer County trails. The campaign tracked at least 358 overnight stays.
Destination Madison received the Trailblazer Award in the $50,000 or more Marketing Campaign category for the Madison Minication campaign. This campaign aimed to increase room nights during two months in late winter and early spring timeframe which is traditionally slow time of year, especially during Covid-19. Destination Madison partnered with 19 area hotels to create and offered 25 Minication packages, ranging from the “Pool, Popcorn and Private Theater package,” to the “Wine and Paint Night package”. The campaign generated 1,256 rooms by people who saw the Madison Minication ads. There were 47,000 unique visits to the Madison Minication homepage and a four percent average engagement rate on Instagram. Destination Madison used Instagram stories as a way to show visitors what it was like to safely stay at a hotel and experience a Minication during the pandemic.
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. Destinations Wisconsin represents 40 Wisconsin's destination marketing organizations and initiates cooperative ventures that strengthen Wisconsin's tourism industry.