Oshkosh, Wisconsin

Oshkosh WI (pop. 66,000) is located where the Fox River enters Lake Winnebago.

The Challenge

Oshkosh, while well-known for Oshkosh B’Gosh had an unclear image and no definitive positioning as a destination. The city had been using the tagline “Oshkosh on the Water” for 15 years, however, this no longer reflected what was attracting most visitors. Research also revealed that residents did not have a positive image of their own city.


Following extensive research which engaged hundreds of residents and sought the opinions and perceptions of prospective visitors outside of the city, it became apparent that Oshkosh’s extraordinary calendar of events and eight large-scale event venues would define the city’s positioning. No other regional Wisconsin city could match this.

Brand Solutions

The brand is grounded in Oshkosh’s capacity to host hundreds of major events each year, including one of the largest in the world, EAA AirVenture. These events, both large and small have international, state and regional influence. The CVB implemented marketing communications strategies which were inspired by the brand strategy. The CVB has also convened a community-wide committee to ensure that key organizations, residents, and prospective partners are engaged in consolidating and expanding Oshkosh’s role as Wisconsin’s event city. The strategy also provides guidance for closer integration of events with downtown, improved streetscapes, community outreach and cross-marketing.

During the first two years, local lodging receipts increased by 11% and Oshkosh went from 17th to 11th in Wisconsin-wide lodging receipts.


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