Our winter marketing campaign took the theme of indoor and outdoor Fun. Our message this winter was to urge people not to hibernate – to get out and enjoy the outdoors.

Our summer 2013 campaign continued to promote the one thing visitors can count on from the state of Wisconsin, and the No. 1 thing that motivates them: FUN. That’s why every aspect of this season’s campaign drove home the endless possibilities of summertime in Wisconsin.

The fall 2013 marketing campaign reinforced our brand promise of “Fun” while focusing on Wisconsin Fall Colors. The creative was designed to bring attention to the changing colors in Wisconsin in a unique way and compliment the summer 2013 campaign ‘Water Hair’. Fall digital also included Packers creative to help drive contest engagement.

Overall message should keep in line with the WDT “Fun” theme which can be defined as:

• Genuine – Real. Authentic. It’s our personality, and as a result, our heritage and culture

• Down to Earth – Unpretentious. Welcoming. Casual. The ability to be more/express yourself.

• Free – Uninhibited. Unconstrained. Open to possibilities. You can run around here.

• Playful – Festive. Not too serious. Has a zest for life. Light hearted.

• Spirited – Looking to have a good time. A little edgy. A little daring. Really proud. Adventurous. Close your eyes…and Go.

• Quirky – Isn’t wacky or weird. Is character. Is ordinary with a twist. Colorful. It’s a unique perspective. Independent. Slightly offbeat.

Leaf Hair was so successful it became a popular Halloween costume!