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Two Northwoods Destinations Receive Over $48,000 In Grants

Dept. of Tourism

TOMAHAWK, Wis. (Dec. 13, 2018) – Two destinations in Northern Wisconsin are expanding their marketing efforts with help from Joint Effort Marketing (JEM) Grants from the Wisconsin Department of Tourism.

The Oneida County Tourism Council is receiving a $39,550 grant to implement a new brand strategy, and the Tomahawk Regional Chamber of Commerce is receiving a $8,500 grant to continue its current promotional campaign. The efforts contribute to marketing the Northwoods as a top tourist destination. “The best marketing efforts are based on solid research. The Oneida County Tourism Council and Tomahawk Regional Chamber of Commerce are establishing cohesive branding strategies that highlight the many reasons why visitors should put these destinations on their bucket list,” said Tourism Secretary Klett. “The grants will help both destinations take the next steps in their plans to attract more travelers to the area.”

Oneida County Tourism Council The Oneida County Tourism Council is jumpstarting Year 2 of its development campaign with a new brand strategy for the area. The brand launch includes a new website, revamped social media presence and marketing campaign that aims to increase travel in the fall season and attract younger travelers. Grant funds are going towards digital advertising in Milwaukee, Madison, Green Bay, Appleton, Chicago and Dubuque.

The new brand strategy will run through December and is expected to attract 4,500 attendees to the area, generating an estimated $444,00 in visitor spending. Tomahawk Regional Chamber of Commerce The Tomahawk Regional Chamber of Commerce is embarking on Year 3 of its current marketing campaign, which looks to promote the region through a new website and social media efforts.

The chamber will also launch two sweepstakes that give contestants a chance to win overnight accommodations and “Chamber Bucks” to be used towards their trip. The sweepstakes will help the chamber introduce the Tomahawk brand to new audiences during the winter and spring seasons, drive traffic to its website and increase e-newsletter subscribers.

Grant funds for the marketing campaign will go towards digital advertising and publicity to target women from Milwaukee, Madison and Chicago. The campaign is expected to attract 7,500 attendees, generating $760,00 in visitor spending in the area. In 2017, the tourism economy in Wisconsin totaled $20.6 billion, a 3.2 percent increase from 2016. Tourism activity supports 195,255 jobs in Wisconsin, a seven-year addition of more than 23,255 jobs to the state’s total employment, an increase of 13.5 percent.

Visitors generated $1.5 billion in state and local revenue. In fiscal 2018, the Department funded 56 JEM projects, awarding a total of more than $1.1 million. Visitor expenditures driven by the marketing from these projects will exceed $74 million. JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs, and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining.

For information on the JEM Program and application materials, visit industry.travelwisconsin.com. 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.

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