For the Tomahawk Leader
RHINELANDER – The Wisconsin Department of Tourism on Tuesday, June 22 awarded three Joint Effort Marketing (JEM) Grants to Chambers of Commerce in northern Wisconsin.
“We are thrilled to support diverse, creative and smart marketing efforts to bring more visitors to Northeast Wisconsin,” said Acting Secretary Anne Sayers. “Showcasing the beauty and outdoor recreation opportunities in the Northwoods, finding more opportunities to support the ATV/UTV community and helping more folks discover the unexpected in Rhinelander are all phenomenal projects that Tourism is proud to support.”
We Love the Northwoods of Wisconsin
On behalf of the Northwoods of Wisconsin, the Let’s Minocqua Area Visitors Bureau & Chamber of Commerce was awarded a $39,550 JEM Grant to promote summer and fall tourism in the Northwoods.
The Northwoods of Wisconsin (NOW) is a regional marketing consortium composed of destination marketing organizations (DMOs) from six counties: Forest, Iron, Lincoln, Langlade, Oneida and Price.
Working collaboratively, NOW is continuing the Addy Award-winning branding of “We Love the Northwoods,” a campaign that launched in 2020 as a COVID-19 recovery project to promote safe travel to the region and especially the vast outdoor recreational assets in the Northwoods. This year’s campaign will increase promotion in the Chicago metro area and the Twin Cities metro area.
“After the last year, it’s clear that everyone wants to get outside, and the Northwoods of Wisconsin is the perfect place to do that,” said Melissa Biszak, executive director of the Mercer Chamber of Commerce. “This year’s campaign is designed to highlight our wonderful recreation options and get more out-of-state visitors to come here and experience all the great things our region has to offer.”
Northern Wisconsin ATV/UTV Traveler Development
The Antigo/Langlade County Chamber of Commerce was awarded a $38,000 JEM Grant for a research project to learn more about the ATV/UTV market segment in an effort to message more effectively to these active travelers. The chamber will be partnering with Explore Rhinelander, Let’s Minocqua Chamber, Three Lakes Chamber, Merrill Chamber, Tomahawk Regional Chamber and Forest County Chamber. Research will be used to develop a cooperative website that messages the ATV/UTV opportunities in Northern Wisconsin, providing a medium for future marketing to this prospective audience.
“ATVing and UTVing continue to draw lots of visitors to northern Wisconsin, and we’re excited to learn more about the people who are already coming here as well as new potential travelers who might not be familiar with the great off-road opportunities we have in the area,” said Deena Grabowsky, executive director of the Antigo/Langlade County Chamber of Commerce & Visitors Center.
Rhinelander Area Destination Rebranding Campaign
The Rhinelander Chamber of Commerce was awarded a $39,550 JEM Grant for a rebranding effort to launch in May 2022. In May, Explore Rhinelander will reveal the new ExploreRhinelander.com and relaunch key marketing channels (social media, e-newsletters) with updated branding, using these channels to drive traffic to the new site. They will also launch a 6-week sweepstakes, hosted on the new website, to generate excitement for the new brand, website and social platforms.
“Rhinelander remains a popular spot for visitors both from Wisconsin and outside the region, and we’re excited to use this JEM Grant to help us position the area as a can’t-miss travel destination now and in the future,” said Lauren Sackett, executive director of the Rhinelander Area Chamber of Commerce.
About JEM grants
“Tourism is a multibillion-dollar industry in the state of Wisconsin, and the industry is crucial to economic recovery and success,” the Department of Tourism said. “JEM Grants are just one of the tools in the toolbox for the Department of Tourism to partner with organizations and nonprofits around the state who are using innovation and creativity to bring visitors and dollars to their community.”
In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,130,000 million statewide. JEM grant funds are available to nonprofit 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.
About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to “inspire travelers to visit Wisconsin.”
“Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination,” the Department stated. “By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism.”
Learn more at www.industry.travelwisconsin.com.