MADISON, Wis.--(BUSINESS WIRE)--Former Green Bay Packers wide receiver and “Dancing with the Stars” champion, Donald Driver, flashes his dance moves, indulges in classic festival food and gets knee deep in a cranberry bog in a new TV commercial unveiled today by the Wisconsin Department of Tourism. The ad, which invites travelers to experience Wisconsin’s playful side, is the latest spot to promote the state’s $20.6 billion tourism industry.
“For the past eight years, Travel Wisconsin commercials have highlighted our state’s brand of fun, and we know it’s working. Last year, there were 110 million visits to Wisconsin and tourism activity is up more than $5.8 billion, a 40 percent increase, since 2011,” said Wisconsin Tourism Secretary Stephanie Klett. “We know people are going to fall in love with Donald Driver. His energy, attitude and love of this state is infectious.”
The ad features Driver’s trademark smile with the line, “Why am I always smiling? Travel to Wisconsin and find out for yourself.” For Driver, the affiliation with Wisconsin tourism was an opportunity to express his affection for the state and its people.
“I have a special place in my heart for Wisconsin, visiting always feels like coming home,” Driver said. “And I couldn’t resist joining in the fun. How often do you get the chance to hang out in a cranberry bog at the World’s Largest Cranberry Festival?”
This was the first time the Department of Tourism shot a commercial with a celebrity during a live event. The Tomah High School Marching Band, Heart of Wisconsin Chorus of Sweet Adelines International, Warrens Cranfest Royalty and many festival attendees were among those included in the ad that was filmed at Warrens Cranberry Festival. The commercial also has another first–it was written by Tourism Secretary Klett.
The new ad is part of a larger marketing campaign that includes additional 15- and 6-second TV spots, radio, print and digital advertising, and will run next summer and fall in select Midwest markets, such as Chicago, the Twin Cities, St. Louis and Milwaukee.
“I’m really proud of the journey the Department has been on over the last eight years. We’ve received some of the highest honors for our marketing and PR efforts, including three U.S. Travel Association Mercury Awards, the top tourism award in the nation,” said Secretary Klett. “We are always raising the bar for our marketing efforts, and we’re excited to continue this success with our new marketing campaign featuring Donald Driver.”
The Department of Tourism has received 125 awards since 2011. This year, the Department took home the tourism industry’s highest national honor – the U.S. Travel Association’s Mercury Award for “Best Public Relations Campaign” for Wisconsin’s Frank Lloyd Wright Trail. The campaign also received a Mercury Award in the “People’s Choice” category, as well as a national Silver Anvil Award from the Public Relations Society of America (PRSA).
The ad includes a 30-second commercial and a series of 6-second spots that can be viewed and downloaded here.
For additional questions regarding downloadable assets, contact Kristina LeVan at klevan@travelwisconsin.com or 608-332-4551.
About the Wisconsin Department of Tourism: The mission of the Wisconsin Department of Tourism is to market the State as the Midwest's premier travel destination for fun by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: www.travelwisconsin.com.
