Wisconsin is making a concerted effort to showcase more than just its traditional image as a producer of cheese and beer in a national cable ad that ties into the reality show Top Chef. The state’s first-ever campaign of this magnitude is intended to highlight its culinary offerings and attract more tourists, with Wisconsin’s Department of Tourism secretary, Anne Sayers, describing it as a significant marketing opportunity. The 21st season of Top Chef is set in Wisconsin and features 14 episodes that showcase local cuisine and ingredients against the backdrop of the state, essentially serving as a promotional platform for Wisconsin’s food and beverage scene.
The ad was launched on March 19 and includes footage of various restaurants, arts, and local activities to entice viewers watching Top Chef during commercial breaks. This marketing effort coincides with Wisconsin’s upcoming hosting of a presidential debate in August and the 2024 Republican National Convention in July, events for which the state has allocated $10 million to Visit Milwaukee to manage. With over 111 million visitors to Wisconsin in 2022, a nearly 9% increase from the previous year, tourism remains a vital industry for the state, generating $23.7 billion in revenue.
The decision to bring Top Chef to Wisconsin was made possible through a collaboration between the Bravo network and various organizations, including the Wisconsin Economic Development Corporation, Visit Milwaukee, and Travel Wisconsin, who collectively invested $1.3 million in incentives to secure the show’s location. Travel Wisconsin contributed $167,000 towards a 30-second cable ad spot, while the Wisconsin Economic Development Corporation aired its own ad in the remaining 15 seconds. In an era where many destination marketing organizations are shifting focus towards social media and connected TV, Travel Wisconsin’s increased investment in cable advertising aims to capitalize on the exposure provided by Top Chef’s presence in the state.
To further capitalize on the buzz surrounding Top Chef, Wisconsin has created a landing page for fans of the show to explore filming locations and discover culinary gems within the state. By showcasing the restaurants favored by judges and highlighting hidden gems, the state hopes to entice viewers to consider Wisconsin as a travel destination. Recent marketing efforts by Travel Wisconsin have also been reoriented to center around Wisconsin’s culinary scene, with a specific emphasis on reaching audiences in Midwestern markets. By leveraging the popularity of Top Chef and aligning its marketing strategy with the show, Wisconsin aims to attract more visitors and capitalize on the potential for increased tourism as a result of the TV exposure.
Wisconsin is banking on the trend of TV shows inspiring travel to locations featured onscreen, as seen with HBO’s White Lotus driving international tourism to Sicily and Netflix’s Emily in Paris boosting travel interest in France. With Top Chef attracting a dedicated and younger audience of fans, Wisconsin hopes to see a similar effect with increased visitation to the state. By positioning itself as a culinary destination and leveraging the visibility provided by Top Chef, Wisconsin aims to capitalize on the potential tourism boom generated by the show’s presence in the state. As viewers are drawn in by the culinary offerings and local attractions showcased on Top Chef, the state expects to see a positive impact on tourism and a boost to its overall economy.
