The experience of visiting Milwaukee is much more impressive than the city’s outside perception. Milwaukee is modern and dynamic, yet impressions among people who haven’t visited often default to legacy images of beer, cheese or Happy Days.
The interactive approach brings the wonderfully random spirit of Milwaukee to life via classic city nicknames. Milwaukee has been called “The Cream City” and “The City of Festivals,” but why stop there? We introduced more than 100 playful new nicknames for Milwaukee—all rooted in unique, often unexpected truths about the city.
In the first nine months, the new website's hotel booking widget has referred 13,366 room nights and $2MM revenue to area hotels with an increase of 40% of mobile traffic.
CD: Joe Ciccarelli
AD: Jillian Turbessi
Designer: Ilya Slootsky & Maggie Laughner
Copy: Kat Schmidt