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New Wisconsin Tourism Secretary Focuses On Fun

Avinash Bhat

With a new administration in Madison, a new set of cabinet secretaries has taken office and is setting the groundwork for their priorities over the next biennial budget cycle. While most of those leaders will shape policy within Wisconsin, one is focused in particular on how the state is perceived in the rest of the country and the world.

Sara Meaney was appointed as the state’s tourism secretary by Gov. Tony Evers. The Milwaukee native worked in branding and marketing for several firms and was appointed to lead Milwaukee Film last year before being tapped to head the Department of Tourism. Meaney says there is a fundamental battle in marketing the state to people around the country.

"The brand of Wisconsin for many years is based on the idea of fun. Fun is a travel motivator for basically everyone. The challenge with fun, however, is that everyone has a different idea of what fun means," she explains.