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Wisconsin Travel News:

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March 9, 2007

Kelli Trumble Named New Tourism Secretary

Governor Doyle appointed Kelli A.Trumble as Secretary of Tourism effective February 19, 2007. Trumble brings 20 years of experience in Wisconsin's travel and hospitality industry to her new role as Tourism Secretary.

"I am thrilled and honored with this opportunity to serve Governor Doyle and work with him to move Wisconsin forward," Trumble said. "I'm excited to lead with a big vision. I love everything Wisconsin stands for - not only in the Midwest, but nationally."

Kelli brings 20 years of experience in the travel and hospitality industry to the Department of Tourism. Her long career in Wisconsin's travel and hospitality industry began with her position as Executive Director at the Wisconsin Dells Visitor & Convention Bureau. In 2003, she opened Sundara Inn & Spa located in Wisconsin Dells. Before selling her investment in Sundara Inn & Spa, it was named the Number #3 Favorite Spa Escape in America by ABC's "Good Morning America."

In 1996, she opened her own firm, specializing in marketing, communications and customer relations programs for the tourism industry. Kelli also developed The Entertainment Network, an in-area cable television show featuring "what's new and things to do" in Wisconsin Dells.

Kelli served on the Governor's Council on Tourism for nine years, as well as the Wisconsin Tourism Federation, the Wisconsin Association of Convention & Visitors Bureaus, and the Wisconsin Festivals & Events Association. Over the years, she has been tapped by industry organizations to serve as a speaker and discussion leader at conventions including the Wisconsin Governor's Conference on Tourism, The National Tour Association, the Wisconsin Restaurant Association, The Missouri Governor's Conference on Tourism, and others.

Kelli is a graduate of the School of Journalism at the University of Wisconsin-Madison. Today, she and her husband, former Wisconsin Dells' mayor and tourism business owner Ben Borcher, reside in Wisconsin Dells. In their free time, they tour the state on their Harley-Davidson motorcycle and Trek bicycles, enjoying the state's many theaters, arts and restaurants.
Traveler Spending Up $1 Billion in 2006

Traveler spending in Wisconsin rose just over $1 billion last year, going from $11.95 billion in 2005 to $12.97 billion in 2006, according to a new study from the Wisconsin Department of Tourism. Governor Doyle announced the traveler spending figures via videotape at the Governor's Conference on Tourism annual banquet in Appleton. Traveler spending was up in all four seasons. Summer spending rose from $4.45 billion to $4.94 billion; fall spending from $2.86 billion to $3.02 billion; winter spending from $2.1 billion to $2.3 billion; and spring spending from $2.5 billion to $2.7 billion. The complete economic impact report with county and regional breakdowns will be available in early May in conjunction with National Tourism Week, scheduled May 12-20, 2007.
"Great Moments" Campaign Makes Emotional Connection with Travelers

The Department debuted its brand new advertising campaign at the Governor's Conference on Tourism. The new campaign strives to make an emotional connection with potential travelers by capturing the "great moments" from vacation experiences, the moments that turn customers into "brand evangelists."

The advertising campaign features new music, a new graphic look and new photography designed to make an emotional connection with potential visitors. The new creative approach, dubbed "Great Moments," will retain the current "Life's So Good" tagline. In addition to television spots and print ads, it also includes outdoor boards and online banners. The campaign will primarily target adults 25-54 in Wisconsin and surrounding areas, including Chicago/Northern Illinois, Minneapolis/St. Paul and Western Michigan.

View the print campaign and watch the TV spots online at http://www.boelterlincoln.com/tourism/summer/. A detailed advertising campaign summary is also available on the same webpage.
New "Pride" PSA Encourages Stewardship of State's Resources

The last two years the Department created a public service announcement for Wisconsin's tourism industry known as the "Pride Campaign." The campaign focused on the industry's frontline employees. This year, the Department has developed a brand new message that focuses on the state's environmental legacy and the role Travel Green Wisconsin plays in helping residents and the industry become stewards of the state's natural resources. The spots will begin airing in April through a partnership with the Wisconsin Broadcasters Association. Listen to the radio PSA and view the TV spot.
Partnership Forged with Two Sports Celebrities

The Department's Communication team recently partnered with two big names in the sporting world: former Green Bay Packer Santana Dotson and three-time British Open champion Sherri Steinhauer. Dotson appeared in two public service announcements to promote events during Black History Month and the Golf Wisconsin program. The PSA's aired on the WTMJ network and was distributed to statewide radio stations. Steinhauer is helping the Department promote junior golf programs and the Golf Wisconsin license plate through several initiatives. She appeared on a direct mail piece that was distributed to several golf affinity groups and will also appear in radio spots later this year. Listen to Santana Dotson's Black History Month spot.