Gov. Jim Doyle unveiled a new brand platform Wednesday, created by the Wisconsin Department of Tourism, to promote the state's unique culture of creativity and innovation.
The brand platform seeks to promote Wisconsin's history of iconic figures and natural beauty, according to Andy Larsen, a spokesperson for the Department of Tourism's ad agency.
The brand platform that has been unearthed is basically the strategy that the state will use '¦ in its advertising and its messaging,"" Larsen said. The brand platform aims to encourage people to vacation in Wisconsin instead of other Midwest states.
According to Larsen, a research committee of branding experts conducted focus groups and surveys over the past six months. ""Industry [is] trying to really get to the heart of what Wisconsin's point of differentiation [is],"" Larsen said.
""The thing that came out over and over again in the focus groups and in much of the research '¦ what really differentiates us is our people and the experience of coming here,"" Larsen said.
Larsen said a slogan for the brand will be announced in the coming months.
