Continuous learning is important for all of us to stay connected to ever-evolving travel trends and work more efficiently toward our goals. Take advantage of these training opportunities available for you and your team. Whether you’re looking to learn about the latest campaign from Travel Wisconsin or gain insights from industry experts, check out the webinars and recorded trainings available on a variety of topics below.
Oxford economics predicts 2021 will be the single largest leap in the tourism recovery. Listen in as Acting Secretary Anne Sayers and Marketing and Advertising Director Shane Brossard discuss the path forward, including what Travel Wisconsin is doing to help travelers looking to get revenge on the pandemic choose Wisconsin.
Wisconsin’s Unifying Brand Promise
Take a deep dive into the Wisconsin Brand Promise, including why a shared brand is key to recovery, what that promise is, and how you can put it to work for your own destination.
Travel Wisconsin 2021 Campaign Showcase
Watch as Travel Wisconsin reveals its 2021 campaign, “The Wonder of Wisconsin,” at the Wisconsin Governor’s Conference on Tourism. After a year of canceled plans for many travelers, this campaign encourages travelers to reconnect, refresh and discover something unexpected in Wisconsin.
Marketing
UnMarketing: Stop Marketing and Start Engaging
The ability to build relationships and be heard by your market has never been greater, but it can be overwhelming when trying to determine what tools to use. Scott Stratton from UnMarketing shares proven methods of staying in front of your target audience so they choose your destination, along with practical tools to implement the tactics right away.
Historic travel industry losses continue to mount. However, economic fundamentals and traveler sentiment data point to significant near-term opportunities. Adam Sacks shares Tourism Economics’ latest views on the economy, the mindset of travelers, and expectations for how and when travel will fully recover.
How to Create Valuable, Relevant and Consistent Content for Your Destination Website
The most successful DMOs optimize their content to serve as micro-moments designed to drive a user to their destination. In this session, you will be guided through the development of a customer journey. By the end of this interactive session, you will be ready to take your web, email, video and social strategies to the next level from campaign conception to conversion completion.
Third Wave: How to Market & Sell in a Pandemic Economy
What is your target longing for most? Marketing expert Shawna Suckow shares ways to build trust and interest through authentic, innovative messaging and travel experiences.
Deliver Big Economic Impact with Marketing Science & Data Modeling
The travel category is full of brands fighting for the same share of wallet. As such, Travel Wisconsin believes that those who uncover unexpected data-driven insights through advanced modeling will deliver a higher return on investment and greater economic impact. Learn how these dimensional insights are used to inform Travel Wisconsin’s holistic marketing plan.
Travel Wisconsin’s Co-op Marketing: A Collaborative Approach
Learn more about the Travel Wisconsin Co-op Program, designed to provide strategic and affordable advertising and public relations opportunities to help you engage and attract more visitors. In this session we breakdown the opportunities and benefits and help you discover the co-op collaboration that is a match for your business or destination.
Public Relations
Post COVID-19 Destination Marketing: How to Use PR for Destination Recovery
The next few years will be time for recovery for all of those in the travel industry, but especially for destinations. Learn how to use PR as a cost-effective way to market your destination to your target audiences.
Do’s and Don’ts when working with Travel Writers
Watch this candid, open session with three freelance travel writers designed to teach you how best to work with media, from pitching to hosting. These writers also share insight on how they formulate stories along with insider tips on how to secure coverage for your destination or tourism line of business.
How to Make the Most of an Influencer Campaign
Partnering with influencers can help you reach your marketing goals, including growing brand awareness, audience reach, help with asset creation and more. This panel comprised of destination representatives and influencers will discuss ways to leverage influencer partnerships to help you reach your goals.
Diversity and Inclusivity: How to Use PR to Reach a Diverse Travel Audience
Public Relations can be a great tool to reach a more diverse traveler on behalf of your destination or tourism business. This panel features writers who contribute to a variety of mediums that reach a diverse audience, who provide insight into how to reach these travelers and ultimately build a PR program that targets a more diverse audience.
Outdoor Recreation
Outdoor Recreation Panel Discussion
The Wisconsin Office of Outdoor Recreation reflects on its first year in operation, and outdoor recreation industry panelists discuss the vision going forward on how outdoor recreation will uplift our state’s tourism economy, drive economic development and support healthy lifestyles.
The Office of Outdoor Recreation Uniting and Uplifting the Industry
Office of Outdoor Recreation Director, Mary Monroe Brown and American Birkebeiner Ski Foundation Executive Director and Wisconsin Council on Tourism Chair Ben Popp share details about the Office, its strategic approach and its work to raise Wisconsin’s profile as an outdoor recreation destination. Learn more about the valuable resources and connections to tourism and the larger outdoor recreation industry.
Diversity, Equity, Accessibility and Inclusion (DEAI)
Perspectives from Wisconsin DMOs Prioritizing DEAI
Listen as Wisconsin DMOs discuss how their organizations are addressing diversity, equity, accessibility, and inclusion work including where they are in the journey, challenges they’ve encountered, the rewards they’ve discovered and where they plan to go next. This honest dialogue will give you new ideas, perspectives and inspiration as you dig deeper into this critical work.
Diversity and Inclusivity: How to Use PR to Reach a Diverse Travel Audience
Public Relations can be a great tool to reach a more diverse traveler on behalf of your destination or tourism business. This panel features writers who contribute to a variety of mediums that reach a diverse audience, who provide insight into how to reach these travelers and ultimately build a PR program that targets a more diverse audience.
The Black Traveler: Insights, Opportunities & Priorities
Learn more about The Black Traveler: Insights, Opportunities & Priorities report, completed in January 2021, the first in a series of market research studies undertaken in partnership between MMGY Global and diverse travel advocacy organizations to better identify the needs, behaviors and sentiment of underrepresented travel communities.
Arts & Culture
Cultural & Heritage Tourism: It Starts with Communities
Communities of every size are evaluating the signature opportunities to showcase their distinct arts, culture, heritage and culinary experiences that connect to locals and visitors alike. Being stewards of the cultural narrative is our collective responsibility. This video looks at recent trendlines, tourism insights, examples of defining cultural pillars and how communities are leading the movement to be cultural and heritage tourism ambassadors.
The Stage is Set: Integrated Cultural & Heritage Marketing Programs
With the view towards tourism recovery, building upon the diversity of Wisconsin’s cultural tourism experiences and destinations is essential. This program addresses the ingredients associated in creating the framework for establishing a flexible cultural & heritage marketing program - connecting cultural heritage pillars with a collaborative framework.
