Great River Road 2021

The Wisconsin Mississippi River Parkway Commission has launched “Welcome Back to Wisconsin’s Great River Road – On the Road Again” to attract more residents and tourists to Pierce County and points south.

The multifaceted sales promotion campaign is designed to ramp up road trips and overnight stays on the Wisconsin portion of the Great River Road and its 33 communities and eight counties. 

The campaign will run through Sept. 30, 2021, to capitalize on the projected increase of road trips vs. flying vacations due to COVID-19, the commission said in a news release. Visitors may sign up at for a chance to win sweepstakes, which includes girlfriend getaway, paddling and camping weekends along Highway 35.

The campaign promotes how the length of the Wisconsin Great River Road offers an ideal location for multi-day trips to extend the stay and welcome visitors safely this summer and fall since many are looking for less crowded options for accommodations and activities.

The Great River Road four state parks  -- Merrick, Perrot, Wyalusing, and Nelson Dewey -- many camping sites, and a location in the Upper Mississippi River National Wildlife & Fish Refuge. The refuge created an intensive visitor survey that showed 475,000 visitors a year enjoy it alone.

The Wisconsin Mississippi River Parkway Commission received a $10,000 Joint Effort Marketing grant from the Wisconsin Department of Tourism toward the $25,000 promotion. 

JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund a portion of a project's advertising and marketing costs for up to three years until the project becomes self-sustaining. 

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