Wisconsin Department of Tourism
Multicultural Marketing and Public Relations Campaign
Getting more travelers to travel Wisconsin.
Multicultural travelers often overlook Wisconsin destinations, unaware of the experiences awaiting them. The Wisconsin Department of Tourism asked CMRignite to show these audiences what they had been missing.
We developed a multicultural marketing and public relations campaign that spread the message across Wisconsin and neighboring states. Direct mail, TV, radio, and Tourism’s first Multicultural Destination & Event Calendar highlighted unforgettable getaways for every fun-seeking family. Creative and media placements were designed to resonate with diverse audiences while showcasing the state’s unique attractions.
The campaign delivered measurable impact. It generated unprecedented media value for the department, created positive perceptions of Wisconsin travel, and even earned recognition in a college textbook as a leading example of multicultural marketing.
“It is no secret that it takes special skills and honed talent to operate effusively within the guidelines and protocol unique to state government. CMR was able to do that and still produce quality and effective communication messages inviting travelers of all cultures and ethnicities to Wisconsin.”
