WCVB Launches New Brand After Record Tourism Year - goWALCO

WCVB Launches New Brand After Record Tourism Year

Area tourism organization premiers new logo, website, and marketing initiatives to build on nearly 36% growth in tourism spending

(Lake Geneva, WI), (June 8, 2022) – Walworth County Visitors Bureau (WCVB) unveiled a dynamic brand initiative that includes a freshly designed logo, new website, and the launch of a multi-channel marketing campaign. The new logo was revealed Tuesday to WCVB board members, partners, and area business owners at Tristan Crist Magic Theatre in Lake Geneva.

WCVB’s brand announcement coincides with the publication of economic impact numbers from the Wisconsin Department of Tourism. Walworth County ranked 6th of the 72 Wisconsin Counties with $594 million in direct tourism spending, up nearly 36% since 2020 and ranking 5th in the state for the largest increase.

WalCo brand launch group

Significant increases in tourism spending reinforces WCVB’s renewed efforts.

“Walworth County Visitors Bureau has reinvented itself,” says Ellen Burling, Board President of WCVB and Assistant General Manager for Lake Geneva Cruise Line. “But our passion to promote travel to Walworth County remains front and center.”

The new brand and style for WCVB focuses on Walworth County’s nickname that’s growing in popularity—WalCo.

“Referring to Walworth County as WalCo just feels right and fits our communities,” says Larry Gaffey, Executive Board member for WCVB and General Manager of Walworth County Fairgrounds. “Travelers want to be part of a local experience.”

Along with the new logo, a new website was launched. The website focuses on funneling travelers directly to local chambers, promoting key events, and providing travelers with fun itineraries.

“Visitors to our area want to enjoy new experiences,” says Tristan Crist, Executive Board member for WCVB and owner of Tristan Crist Magic Theatre in Lake Geneva. “The website gives travelers access to ideas to enjoy a daytrip or a weekend with the family.”

Also launching with the new brand will be a marketing campaign that targets regional travelers to the area. The “Ready. Set. #GoWalCo” marketing initiative will involve targeted digital channels ranging from social media to online streaming services.

“Our ability to target our marketing efforts have made incredible leaps forward,” says Tessa Springer, Executive Board member and Marketing Specialist at WLKG. “Our Ready. Set. #GoWalCo! campaign will specifically target regions we see the most travelers from.”