Wisconsin, you blew it.
The Associated Press reports that your Wisconsin Tourism Federation — WTF — quietly rebranded in July, changing its name to the Tourism Federation of Wisconsin — TFW.
Get it? WTF to TFW.
So, what prompted this rebranding? After all, Wisconsin’s WTF was around well before teens, and later adults, started saying WTF to mean “what the f*ck.”
“Blogs started poking fun at it,” the Association Press reported.
Because blogs started poking fun at it? Really? One blog, it seems, made fun of it. That blog is called YourLogoMakesMeBarf.com. On July 1, the blog posted the Tourism Federation’s logo with this comment, “would really think someone would warn them about this kind of stuff.”
Ouch. Better call up the PR SWAT team for that one.
Other blogs and articles are claiming the people of Wisconsin cracked wise about the acronym endlessly, and the Tourism Federation of Wisconsin, a group of businesses in the state, finally got sick of it. Clearly, the blog YourLogoMakesMeBarf.com played a strong hand in the decision, given the timing.
It was a big mistake. This organization had a marketing goldmine. Wisconsin’s “WTF” was branded in 1979. So, WTF, optimize it! Next time someone types WTF into Google, there’s your site. Someone types WTF into a Facebook update or Gmail e-mail and an ad for Wisconsin appears.
And make light of the silly acronym, don’t run from it. Someone Googles “WTF” and finds the Wisconsin Tourism Federation site, here’s some sample text that could accompany it:
WTF? That’s probably what you’re asking? What the fu—OK, we’ll stop you right there. Here’s why you’ve landed on a Web site dedicated to Wisconsin. WTF are the initials for the Wisconsin Tourism Federation. We were here before WTF meant something else, and we’ll be here after it evolves into something like WTFF (think about that for second).
So, while we have you, here’s why you should come to Wisconsin:
•Our great sense of humor — just look at this ad!
•[Reason]
•[Reason]
•[Reason]
It surprises me that the people of Wisconsin, who always seemed fun-loving, would take exception to the acronym. Or, as Jonathan Turley, a legal blogger and fellow Chicagoan, wrote, “What I fail to understand (admittedly with a Chicago bias) is why people who wear cheese on their heads at football games are this sensitive about being called WTF.”
Turns out one of my Ragan co-workers grew up in Wisconsin. I asked her about it: Did you know about WTF? Is this something that bothers you? Should they have changed it?
Here’s what she said:
“Never heard of it. Never even heard any one talk about it. I think it’s dumb. Only in Wisconsin would this happen. And I’m from Wisconsin, so I can say that.”
The state has spoken.
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Comments (12)
Fashion is the ever before modifying principle of incorporating more recent and far better developments.
Posted by Moncler Canada | November 30, 2011 3:09 AM
Posted on November 30, 2011 03:09
Analog display of the time is nearly universal in watches sold as jewelry or collectibles, and in these watches, the range of different styles of hands, numbers, and other aspects of the analog dial is very broad
Posted by chanel watches | November 30, 2011 2:27 AM
Posted on November 30, 2011 02:27
Hey, Dan Henkel, nice reminder for clarifying the issue of the acronym.
Posted by Tom Peric | October 19, 2009 8:13 AM
Posted on October 19, 2009 08:13
As a PR guy and a Wisconsin native (born in Oshkosh, don'tchaknow?), I find this fascinating. you're right--they've given away a goldmine of attention.
Correction: WTF isn't an acronym. Acronyms are words made from initials, such as NASA,SCUBA and SNAFU. If you can't pronounce it, it's not an acronym--just initials.
Posted by Dan Henkel | October 13, 2009 4:45 PM
Posted on October 13, 2009 16:45
No, not just in Wisconsin. This could happen in West Virginia if they dropped the Virginia part. And in Wyoming. And in cities like Wichita and Wauwatosa. Oh wait, Wauwatosa is in Wisconsin.
Posted by Bill | October 8, 2009 2:53 PM
Posted on October 8, 2009 14:53
I agree - expensive and ill-advised course shift for an organization that is obviously not quite focused on its core constituents. Do people who represent the Wisconsin Tourism's Federation's (or whoever they're called now...) clients know/care what the acronym WTF may mean to a demographic outside its core audience?
Most importantly (IMO), is TFW spending as much time focused on the operational issues that will help them really create a brand that resonates with their desired target audience as they are worried about what their acronym may mean to non-target demographics?
Sadly, I doubt it. For whatever reasons, it seems far too easy and acceptable for organizational leaders to focus on tactical issues related to names, logos, colors, etc. -rather than on the process/performance issues that might really make a difference in their bottom-line results.
Maybe if they would just do their jobs and let us do ours...
Posted by Linda Pophal | October 7, 2009 7:04 PM
Posted on October 7, 2009 19:04
Initialitis: From Wisconsin Tourism Federation (WTF: What The F**k) to Tourism Federation of Wisconsin (TFW:That F**kin' Weather)
Posted by Alan 'Brand' Williamson | October 6, 2009 4:36 PM
Posted on October 6, 2009 16:36
At the very least, if they were going to bother with rebranding based on modern acronyms, they should have switched to the Federation for Tourism in Wisconsin - FTW!
Posted by Tracy Mueller | October 5, 2009 3:54 PM
Posted on October 5, 2009 15:54
Morrison Foerster, the thousand-attorney law firm with offices in major cities around the globe, proudly brands themselves as MOFO.
Their URL is mofo.com.
And as Jay Leno once joked, when you're looking for an attorney, don't you want a MOFO?
Posted by Paul Jones | October 5, 2009 10:35 AM
Posted on October 5, 2009 10:35
Embrace it. Here are a few initial ad campaign comps:
"Vacation in Wisconsin. WTF? No really..."
"Get married in Wisconsin. WTF? At least once."
"Innovative Craft Breweries. WTF? Wisconsin."... Read More
"Birding in Wisconsin. WTF? An American white pelican!"
"The devil's lake froze. WTF? Oh, it's Wisconsin."
"Laverne and Shirley. WTF"
This is Wisconsin we are talking about, not the Napa Valley. Their brand is already kitschy enough in the mind of the consumer to get away with the WTF branding.
How many times have the late night shows mentioned Crapitto's restaurant in Houston? Yes it's edgy, but why not? I mean WTF?
Or at a minimum turn it into a PR stunt. Announce you are keeping the WTF brand. Have a contest for ad campaign submissions and youtube videos. Then back off and rebrand but invite the winners to a free vacation in Wisconsin.
Bottom line - they missed a great PR opportunity IMHO.
Posted by Ed Schipul | October 3, 2009 12:19 PM
Posted on October 3, 2009 12:19
I'm from Wisconsin originally too, I have to agree "only in Wisconsin", Touche'.........
Posted by Barbara Renee | October 2, 2009 2:25 PM
Posted on October 2, 2009 14:25
I suspect that more people are talking about Wisconsin than ever before. Maybe they were using the PT Barnum strategy.
Posted by Jody D. | October 2, 2009 2:14 PM
Posted on October 2, 2009 14:14