Wisconsin Tourism awards $17,250 grant to Vilas County

The Department of Tourism announced a $17,250 Joint Effort Marketing (JEM) grant to Vilas County Tourism and Publicity for the organization to strengthen its newly developed brand and promote tourism in the area.

In 2023, Vilas County Tourism launched the “Catching Vilas Vibes” brand — developed with assistance from previous JEM grants — along with a redeveloped website for visitors to plan trips to Vilas County. The latest JEM grant allows Vilas County Tourism to build on the work.

The funds help the organization enhance the website by producing more written and visual content, and developing website features to highlight the area’s famed waterways.

Additionally, the JEM funds support an advertising campaign for Vilas County to market to new and returning visitors.

“Successful marketing relies on a strong brand, and Vilas County Tourism is building a brand that’s authentic, creative and backed by research,” said Tourism Secretary Anne Sayers.

“With the support of JEM grants, Vilas County Tourism invests in a brand that brings in visitors and their spending, uplifting the local economy. I congratulate Vilas County Tourism on the terrific work and look forward to more travelers Catching Vilas Vibes.”

This is the third year the Department of Tourism has awarded a Destination Marketing JEM grant to the organization. 

The first-year grant helped Vilas County Tourism obtain consumer research and develop the new branding. The second-year grant supported the implementation of the research and marketing plan by launching a brand to holistically promote Vilas County’s communities.

Collette Sorgel, Vilas County Tourism Director, shared, “We are grateful to have the JEM Grant to help us continue our marketing and community outreach efforts to help promote tourism in our Northwoods Communities.”

As a $25 billion industry in Wisconsin that supports more than 178,000 jobs, tourism is crucial to the state’s economic success. JEM grants are just one of the tools in the toolbox for the Department of Tourism to partner with organizations and nonprofits around the state who are using innovation and creativity to bring visitors and dollars to their communities.

In fiscal year 2024, the Department funded 57 JEM projects, awarding $1.13 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. 

The state can fund up to 75% of a project’s first-year advertising and marketing costs, and provide support for second- and third-year projects, with decreasing amounts of funding until projects become self-sustaining.