Tourism Department Receives Recognitions from PR News Platinum Awards

Great Lakes Mitten Campaign and Facebook Summer Fun Report receive recognition from PR News during New York City event.

MADISON, Wis. — The Wisconsin Department of Tourism along with its agency of record, Laughlin Constable, received two honorable mentions from the PR News Platinum Awards. The PR News Platinum Awards recognize the most outstanding worldwide communications initiatives and programs in the highly competitive public relations arena. The entries and award recipients come from a prestigious field of national corporations, brands, agencies and nonprofits.

“These recent awards are more affirmation that we are executing memorable marketing, public relations and social media programs,” said Tourism Secretary Stephanie Klett. “The PR News recognition in particular put us in the company of some heavy hitters in marketing and PR including national brands and agencies. We’re very honored to receive this latest acknowledgement and will use it as another bar to measure our work going forward.”

“Travel Wisconsin and Pure Michigan Pair Up for ‘Great Lakes Mitten Campaign’” received an honorable mention in the Word of Mouth/Viral category. After a mitten shaped Wisconsin graphic was introduced as an element of Travel Wisconsin’s winter campaign, Michigan residents began a social media uproar claiming they were the mitten state. When Travel Wisconsin responded with their own social media strategy, traditional media also took note and picked up on the debate between fans from both states resulting in widespread national and international coverage. Travel Wisconsin worked closely with Pure Michigan to turn the story into a positive one with a charitable mitten donation called “The Great Lakes Mitten Campaign.” In the end, the initiative resulted in $17 million in earned media and the collection of 3,100 warm items for Wisconsin charities.

An honorable mention was given in the category of Facebook Campaign for “Travel Wisconsin’s Summer Fun Report.” The Wisconsin Department of Tourism and Laughlin Constable created a Facebook application called “The Summer Fun Report.” The application highlighted one fun Wisconsin event per day from Memorial Day to Labor Day, the time period traditionally associated with summer’s peak travel season. Traffic coming from the “Summer Fun Report” to the Travel Wisconsin webpage spent an average of seven minutes on the site and viewed over seven pages per visit.

The awards were presented at the PR News Platinum Awards luncheon in New York City on Sept. 14.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.

Laughlin Constable has been providing high-quality marketing services to its clients for over 35 years. With offices in Chicago, Milwaukee and New York, the agency provides full-circle branding solutions including brand strategy development, digital marketing, design, advertising, public relations, and media research, planning and buying. Its annual billings are in excess of $165 million. The agency’s clients include: Bon-Ton Stores, Bridgestone/Firestone, GE Healthcare, Lung Cancer Alliance, Master Lock, MillerCoors, McDonald’s Restaurants of Southeastern Wisconsin and the Wisconsin Department of Tourism. For more information, please visit www.laughlin.com.

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