“The Big Bundle Up” was a feel-good program that generated positive media coverage and collected 17,155 warm clothing items for Wisconsin families in need.
2013 PRSA Best in Show: The Big Bundle Up
What started in 2011 as “mitten mania” with the state of Michigan, was revamped in 2012 by WDT and LC into an annual Wisconsin community relations campaign called, “The Big Bundle Up.” The result was a feel-good program that generated positive media coverage and collected 17,155 warm clothing items for Wisconsin families in need.
The Wisconsin Department of Tourism and Laughlin Constable developed a social media sweepstakes in partnership with the Green Bay Packers to increase awareness of the Travel Wisconsin brand and help increase opt-ins to the Wisconsin Traveler e-newsletter. Fans could enter on the Travel Wisconsin Facebook page to win four levels of prize packages. The sweepstakes was a big success with a 59 percent increase in entries over the previous year, a 58 percent e-newsletter opt- in rate and 14,755 new Facebook page likes acquired during the six-week sweepstakes period.
2013 PRSA Merit: TravelWisconsin.com’s Social Media Strategy
To encourage travelers to spend vacation dollars in Wisconsin, WDT and LC coordinated and published fun, informative and engaging content on Facebook, Twitter and a blog. The team fostered engagement through peer-to-peer conversations, an “always on” approach and by leveraging PR efforts and connections. The 2012 Facebook fan growth goal was exceeded by 41 percent, the Twitter follower growth goal was exceeded by 39 percent, and the blog visits goal was exceeded by 8 percent.
About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at www.travelwisconsin.com.