Case Study: Travel Wisconsin outperforms Pure Michigan with Neurons Research

Outperforming Competition With More Memorable Summer Ads

Travel Wisconsin, a state tourism agency, needed to quickly and affordably evaluate its "Here's to Those Who Wisconsin" summer TV ad to ensure it was engaging and memorable before its release. Their primary goal was to outperform their biggest competitor, Pure Michigan, without the budget to outspend them. They reached out to Neurons for a research study to make data-driven creative decisions.

Neurons conducted a custom consumer neuroscience study using EEG and eye-tracking tools to measure the attentional, emotional, and cognitive responses of test audiences. The research revealed that the Travel Wisconsin ad outperformed the Pure Michigan ad in several key factors, particularly in sparking positive motivation and making people want to travel. Using these insights from Neurons, Travel Wisconsin was able to confidently launch a campaign they knew would drive more hotel visits, restaurant traffic, and attraction bookings.

Travel Wisconsin

Anne Sayers

Secretary-designee