Section 1.02. Definitions.

  In this chapter:

(1)  "Council" means the council on tourism created under s. 41.12 (1) , Stats.

(2)  "Department" means the department of tourism.

(2m)  "Eligible advertising" means advertising that will appear outside of the local area where the project will occur.

(3)  "Eligible applicant" means any Wisconsin public or private organization not organized or incorporated for profit.

(3m)  "Event" means an activity or group of activities sponsored by a non-profit organization that occur within an identified period of limited duration and which are likely to attract the interest of visitors from outside of the local area where the activities are conducted. 

(4)  " Joint effort marketing committee" means the group selected by the council to review joint effort marketing applications.

(6)  "Project" means an activity the purpose of which is to increase tourism. "Project" includes the development of publicity, the development and media placement of advertising, or direct mail, which is a part of the advertising plan of the applicant, and which accomplishes any of the following:

(a) The project publicizes an event which has never before been held in the community or area, which the applicant intends to repeat regularly and which is beyond the scope of the daily operations of the applicant.

(b) The project involves the placement of advertising in a geographic area where advertising for the event has not previously been placed or the placement of advertising which reaches a demographic audience not previously reached.

(c) The project involves the placement of advertising in a media where advertising for the event has not previously been placed.

(d) The project involves a sales promotion that offers a significant incentive during a limited period of time intended to persuade the targeted customer to visit the community or area.

(e) The project publicizes a one-time one of a kind event of major significance that has the potential to generate media coverage at least throughout the midwest.

(f) The project involves the placement of advertising in a geographic area identified in the statewide marketing strategy as regional or extended regional, or involves the attraction of meeting and convention or motorcoach business. For a project under this paragraph to receive funding it shall also have the following features:

1. The advertising shall be placed during a time that the applicant evidences has not traditionally received substantial numbers of tourists in the area.

2. The project proposed in the application shall serve an area that includes not less than 3 municipalities.

(7)  "Statewide marketing strategy" means the annual tourism marketing plan for Wisconsin recommended by the marketing committee and adopted by the department.

History: Cr. Register, October, 1991, No. 430 , eff. 11-1-91; cr. (2m) and (7), am. (3), r. (5), Register, December, 1995, No. 480 , eff. 1-1-96; correction in (1), (2) and (4) made under s. 13.93 (2m) (b) 6. and 7., Stats., Register, February, 1996, No. 482 ; cr. (3m), am. (6), Register, July, 1996, No. 487 , eff. 8-1-96; am. (2m) and (4), cr. (6) (f), Register, June, 1998, No. 510 , eff. 7-1-98.