MILWAUKEE, Wisc. – VISIT Milwaukee has launched a new advertising campaign positioning the city as ready to safely host meeting and events.
Launching this month, and created in close collaboration with the Wisconsin Center District, this campaign targets meeting and event planners across the country with an emphasis on key markets in Chicago, Washington, D.C., and Denver, and with an additional focus on industry segments that have proven successful for the destination. The goal of the campaign is to support long-lead convention bookings for 2022 and beyond and maximize event attendance for 2021.
“This campaign’s look and feel positions Milwaukee as an innovative destination that can deliver a world-class business experience for attendees,” says Megan Suardini, chief marketing officer at VISIT Milwaukee. “We know this campaign highlights Milwaukee’s strengths and we believe it will help generate business to put our hospitality community in a strong position as we begin to emerge from the pandemic.”
The creative direction for the campaign, led by Milwaukee-based agency Hanson Dodge, showcases Milwaukee as a community with top-notch infrastructure and amenities. The campaign builds on the concept of ‘Unique Unites,’ an idea originally introduced last year in a short promotional video. Like that, this multimedia campaign brings this vision to life through striking side-by-side visuals balancing the ‘meetings-centric’ experiences while also showcasing the city lifestyle.
“Now that the long-awaited expansion of the Wisconsin Center is fully activated, it was important for the Wisconsin Center District and VISIT Milwaukee teams to take the opportunity to reimagine the purpose and strength of the meetings and conventions campaign,” said Sarah Maio, vice president of marketing and communications for the Wisconsin Center District. “Not only did we have a responsibility to generate excitement and awareness among meeting and event planners, but by empowering Hanson Dodge to take a longer-range view of the creative assets we now have the opportunity for deeper dives into the individualized messaging across our huge variety of audiences and end-users. From local pride to international conventions, this campaign reflects the Wisconsin Center’s commitment to delivering experiences that are bold, proud, and experience obsessed.”