Helping our home state show visitors fall leaves before fall leaves

Fall Colors while Supplies Last

Travel Wisconsin

It doesn’t get much better than fall in Wisconsin. But fall moves fast — if you don’t stop and look around, you’ll miss it. We cast Wisconsin’s gorgeous fall colors in a fully-integrated campaign as a limited-time-only spectacular.


Increase in trips to Wisconsin.


Increase in Fall Color Report site traffic.


Share increase of Chicago Fall overnight trips to WI.

The Big Idea

With neighboring state competitors like Minnesota and Michigan who offer similar natural beauty and activities all year round, the competition to convince city-living millennials to visit Wisconsin has become more pronounced. For Fall Colors installation, the centerpiece of our integrated campaign, we created an eight-foot-tall hourglass that greeted commuters in Chicago’s Union Station and filled it with synthetic leaves that fell every ten minutes, timed to coincide with the progression of Wisconsin’s fall colors. 

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