Case Study: Travel Wisconsin boosts out-of-state trips and tourism revenue with Hiebing’s Here’s To campaign

Travel Wisconsin increases out-of-state trips by 13.6% with Hiebing

Travel Wisconsin needed to increase tourism revenue but faced the challenge of being outspent and outshone by neighboring states. The state suffered from a perception problem, with potential visitors viewing it as only offering cheese, farms and beer. Hiebing was engaged to help reframe the state's image and drive economic impact.

Hiebing's solution was the "Here’s To" campaign, which showcased Wisconsin's diverse offerings to target travelers most likely to visit. They employed a predictive Propensity To Visit Model to optimize media spend and investment. The campaign drove a 13.6% increase in out-of-state trips, and Wisconsin became one of the five fastest-growing tourism economies in 2024, generating an economic impact of $25.8 billion.

Travel Wisconsin