State seeks to sum up Wisconsin

Using just a few words, describe Wisconsin, and explain why it's a good place for vacationers as well as business operators, university students, and any other subset of people state officials might hope to attract.

State tourism officials are trying to create a "brand" for Wisconsin - a way to convey, in just a few words, how Wisconsin is different from other states. The official state brand would be used to attract vacationers, but also could help draw businesses as well. What are your suggestions for Wisconsin's brand?

That's the job facing the state Department of Tourism, which has begun an effort to create a "brand" for Wisconsin.

A brand is bigger than just the tagline from the latest tourism ads. Currently, in Wisconsin, that would be "Life's So Good."

The idea is to "identify that single point of difference that Wisconsin has over other competing destinations," and then create a brand that reflects that point, said Tourism Secretary Kelli Trumble.

Tourism is a major industry in Wisconsin, with travelers spending an estimated $12.97 billion in 2006. That's according to an annual Tourism Department study that measures spending by vacationers and business travelers on hotel rooms, meals, gasoline and other items.

But a state brand should be broad enough to sell Wisconsin for a variety of purposes, Trumble said.

"Yes, it's about vacationing," said Trumble, a former executive director of Wisconsin Dells Visitor & Convention Bureau, who later opened Sundara Inn & Spa, in Wisconsin Dells.

But it's also about "people wanting to live in Wisconsin, go to school in Wisconsin, and bring their business to Wisconsin," said Trumble, who was appointed tourism secretary in February by Gov. Jim Doyle. More here.