To promote family vacations, weekend getaways and spontaneous escapes, VISIT Milwaukee (the city’s tourism bureau), asked us to raise awareness of the city to primarily the Chicago market, and other communities within a 90-mile radius.
The personality of Milwaukee is one of openness, warm greetings, casual, spontaneous getaways, and generally a city where fun can be had at a moment's notice. So our approach to the messaging and the design allowed us to showcase images of our fantastic music festivals, restaurants, art galleries, lakefront fun and more, all complemented by a whimsical, hand-written headline font and headlines that reflected the inviting and spontaneous vibe of the city.
Since the campaign broke several months ago, visits to the City of Milwaukee have been at an all-time high (as measured by number of hotel night bookings) and in tracking website traffic, there have never before been so many visits to VISITMilwaukee.org. In addition, the amount of time spent on the site is the highest ever.