Originality Rules

What do you think?

When it comes to promoting Wisconsin tourism and economic development, state officials believe they’ve identified the central theme that will get people flocking to Wisconsin to live, work and play—“originality rules.”

That theme serves as the basis of the new “brand platform” slated to be announced Tuesday night by Gov. Jim Doyle and state tourism officials at the 2008 Governor’s Conference on Tourism in Lake Geneva.

The brand promise will serve as the central theme for the state’s tourism marketing efforts. The marketing campaign it will spark will eventually replace the Tourism’s Department’s current “Life’s So Good” campaign, said Kelli Trumble, secretary of the Wisconsin Department of Tourism. Marketing materials based on the brand promise are likely to begin appearing in the summer, with a full campaign expected to launch in 2009.

“We believe we’ve unearthed, once and for all, the Wisconsin brand promise that will differentiate us from the competition,” Trumble said. “This brand platform has the potential to elevate the state regionally, nationally and even internationally, while showcasing Wisconsin’s famous hospitality.”

Is “originality rules” a good brand for Wisconsin?