Baileys Harbor, Wis. (November 18, 2020) – The Baileys Harbor Community Association (BHCA) is proud to announce that we recently received the 2020 Wisconsin Tourism Trailblazer Award for Outstanding Marketing Campaign under $25,000 from Destinations Wisconsin during their Virtual Fall Conference last week. Our Weather or Not campaign’s overall goal was to bring awareness to Covid-19 related issues facing Baileys Harbor, Door County during the safer at home order, reopening and moving forward through the pandemic.
Our charismatic Marketing Coordinator Katie Roth came up with the idea to record herself doing a hike and giving a weather report early in the pandemic when everyone needed something to look forward to. It was goofy and people responded so well to it that it became part of our programming. “There was a lot of uncertainty and things were changing quickly, however, many amazing people and businesses were doing great things in our community that needed to be communicated to locals and visitors alike,” Katie said, “And who doesn’t talk about the weather?”
We compiled over twenty short, funny videos paired with educational talking points to communicate as the pandemic progressed in our area. We touched on everything from social distancing, curbside pickup etiquette, how to make the Cornerstone’s Famous Bloody Mary at home and more.
The results were fantastic on our Instagram and facebook pages. Collectively, the videos reached over 51,000 people with nearly 27,000 views and over 1,600 reactions on our facebook page alone. The thing we’re most proud of is that due to the pandemic’s massive reduction to our budget, we launched and executed this campaign spending a penny in advertising so it is truly an organic success.
Brynn Swanson, Community Coordinator, quoted in their application ”we felt that our work on this campaign deserved to be a recipient of the Award because we took relevant topics in real time and helped our audience navigate the pandemic with confidence. We offered many options for social distancing, pushed the use of masking, and staying home while saving our nonprofit organization’s bottom line and continuing to market our destination.” Thankfully, Destinations Wisconsin agreed with us and awarded us the title.
Destinations Wisconsin presents the Wisconsin Tourism Trailblazers awards each year during the Wisconsin Fall Tourism Conference in an effort to increase the visibility of Wisconsin’s tourism industry and destination marketing organizations. The awards recognize Wisconsin tourism organizations for outstanding marketing and partnership efforts. Destinations Wisconsin represents 40 Wisconsin’s destination marketing organizations and initiates cooperative ventures that strengthen Wisconsin’s tourism industry.