There’s a lot of hubbub about Wisconsin Tourism’s new logo and tagline, “Live Like You Mean It.” Usually marketers love to hear people talking about their work – but not when the talk is negative. When it comes to criticism, Ad/PR agency staffers eventually develop thick skin, typically to deal with negative client reactions. Even when solid consumer research and focus groups back up the creative work, there will always be dissenting opinions.
As we watch and listen to this story unfold, we happily note that many Wisconsinites and radio personalities fondly remember the slogan our agency created nearly 30 years ago – Escape To Wisconsin.
For its time (1980-1985), Escape To Wisconsin was a powerful message that was promoted within Wisconsin and to our bordering states; reminding Illinoisans, Michiganders and Minnesotans to visit all of the great destinations Wisconsin offers. (Note: The Tourism Department continued to use the slogan beyond S&B’s involvement.)
To be fair, Escape To Wisconsin received its share of jabs and giggles such as the modified bumper stickers “Escape Wisconsin” or “Escape to SIN.” But the bumper stickers were popular, and there was a lot of talk value for the phrase.
Our version of the Escape to Wisconsin bumper sticker.
We opened the Stephan & Brady archives and found a few historical tourism gems. Agency vet George Whitely remembers creating a TV spot featuring a cow wearing pink sunglasses on a pier with the Wisconsin Travel Guide around its neck.
Looking back, it’s interesting to see how far we’ve come with the advertising medium – just imagine what we could have achieved with Twitter and Social Media at our disposal!
Even though Escape To Wisconsin clearly has “staying power,” we’ll take the current tagline to heart and Live Like We Mean It as tourists in our own state.
Click here to read the Milwaukee Journal Sentinel’s reporting on the new slogan (and see the numerous reader suggestions). If you’re interested in checking out other state slogans, visit the Wikipedia entry here.
- Kristina
