Travel Wisconsin's $10M Summer Push Targets Midwest Families to Dells, Lake Michigan

MADISON, Wis. — Travel Wisconsin, the state's tourism arm, launched its 2024 summer advertising campaign on April 1 with an expanded $10 million push targeting 13 Midwestern markets, including heavy hitters like Chicago, Minneapolis and Milwaukee[2][1]. The effort, under the banner 'Here's to Those Who Wisconsin,' features 30-second TV spots on streaming platforms showing authentic families enjoying waterparks in the Wisconsin Dells, supper clubs, festivals and Lake Michigan resorts[2]. In-state ads hit Milwaukee, Madison, Green Bay and Wausau, while out-of-state buys reach Cedar Rapids, Duluth, Rochester, Davenport, Des Moines, Rockford and Marquette[2][1]. The campaign runs through May 12, pauses briefly, then resumes June 3 until mid-July or mid-August depending on the market, bolstered by social media, audio streaming, digital banners, billboards and paid search[2]. This builds on the 'Here's to Those Who Wisconsin' brand that propelled Wisconsin into the top five fastest-growing U.S. tourism economies in 2024, rivaling New York and California, with a 13.6% jump in out-of-state trips[3]. Officials credit the strategy for reframing perceptions beyond cheese and farms, emphasizing unexpected adventures that draw Midwest families[3][5]. Developed by Madison-based agency Hiebing, the ads counter outdated views of Wisconsin as just dairy and breweries, instead highlighting family-friendly draws like the Dells' massive waterparks and Lake Michigan's 333 miles of shoreline[3]. The push doubles down on 12 core markets from the record 2019 season, now expanded, amid post-pandemic recovery[5]. Travel Wisconsin anticipates sustained growth, with local spots like Green Bay and the Dells poised for packed summers[1].