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. 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. 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.

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. 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. Officials credit the strategy for reframing perceptions beyond cheese and farms, emphasizing unexpected adventures that draw Midwest families.

Developed by Madison-based agency Hiebing, the ads counter outdated views of Wisconsin as just dairy and breweries, instead highlighting family-friendly draws like the Dells' massive waterparks and Lake Michigan's 333 miles of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. The push doubles down on 12 core markets from the record 2019 season, now expanded, amid post-pandemic recovery. Travel Wisconsin anticipates sustained growth, with local spots like Green Bay and the Dells poised for packed summers.