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  • Writer's pictureSara Meaney

Leading through crisis

Updated: May 7, 2021

When the COVID-19 pandemic hit, the travel and tourism was upended and screeched to a halt. While response strategies varied from place to place, Wisconsin Tourism Secretary Sara Meaney and her team took a decidedly intentional stance to provide a calm and hopeful reason to dream of travel to Wisconsin when the time was right. The Wall Street Journal featured Travel Wisconsin's campaign in an article published in May of 2020, excerpted in part, below.

‘Safe’ Becomes Rural Tourism Pitch to a Distancing Public

The natural beauty was always there. Now ‘isolated’ and ‘empty’ are selling points in the age of coronavirus

Many destinations have gone that oblique route, creating campaigns that primarily say they’ll be open for business once the time is right. Some are offering tranquil imagery in the meantime.

“Now, more than ever, we all need a place to go,” a video by Travel Wisconsin says, as the camera pans over sapphire lakes lined by dense woods. “To escape, to refresh our mind and renew our perspective.”

“When public health authorities tell us it is safe to travel again, we want everyone to know that Wisconsin’s fresh coast is full of great places to recreate safely while following public health guidance,” said Sara Meaney, secretary-designee of Wisconsin’s Department of Tourism.
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