Wisconsin Dells Visitor & Convention Bureau, “Grow the Game” Golf Campaign
CASE STUDY
Five media placements, including Golfweek, for Wisconsin Dells' first golf tourism PR campaign
Services: Media Relations · Brand Reputation | Industry: Tourism
“I never golfed and learned Wisconsin Dells had great beginner courses to start.”
—Anonymous Respondent, Campaign Follow-up Survey
The challenge
The Wisconsin Dells Visitor & Convention Bureau (WDVCB) wanted to grow awareness of the Wisconsin Dells area as a premier golf destination for advanced and new golfers. The WDVCB had not previously run a PR campaign dedicated specifically to golf.
What I did
I built the WDVCB’s first standalone golf tourism PR campaign, funded by a $23,359 Joint Effort Marketing (JEM) grant from Travel Wisconsin that I wrote and managed. I conducted primary research with area golf courses and through a survey distributed to a 65,000-person email list to shape the campaign. I developed media pitching materials, including a Golf Media Guide, and hosted five golf writers and a national golf content creator.
Results
Five media placements, including:
$23,359 JEM grant secured from Travel Wisconsin
Five golf writers and a national golf content creator hosted in Wisconsin Dells
Won Wisconsin Tourism Trail Blazer Award
Increased share of voice and media value related to golf mentions to $1.2 million from $650,000 over the two prior years.
Courses saw an increase in new golfers by 25 rounds and advanced players by 50 rounds, citing efforts related to the campaign.
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