Visit Wausau and greater Wausau Prosperity Partnership Selected to Receive JEM Grants

Wednesday, October 8th, 2025 -- 8:01 AM

The Wisconsin Department of Tourism has awarded two Joint Effort Marketing (JEM) Grants totaling nearly $80,000 to Visit Wausau and the Greater Wausau Prosperity Partnership (GWPP) to advance destination marketing efforts for two major regional outdoor recreation initiatives: the Great Pinery Heritage Waterway and Ride Wisconsin Gravel.

These awards recognize the Greater Wausau area’s continued leadership in outdoor recreation marketing and destination development. Both campaigns align with the state’s growing emphasis on outdoor adventure and sustainable tourism, following Marathon County’s recent success with prior JEM-supported projects including Wisconsin’s Basecamp – The Great Pinery Heritage Waterway and Granite Trails: Ride Wisconsin Gravel.

Visit Wausau received $39,550 for Year 2 of the “Two National Trails. One Basecamp.” campaign, celebrating the Great Pinery Heritage Waterway’s new National Recreation Trail designation.

The marketing effort will showcase the Waterway’s 108-mile paddling route and its connection to the Ice Age National Scenic Trail, making Marathon County one of the few destinations nationwide with two nationally recognized trails.

The campaign runs March through September 2026, with investments in digital and social advertising, print promotions, PR outreach, and guided paddling events to increase visitation and overnight stays across central Wisconsin.

The Greater Wausau Prosperity Partnership (GWPP) was also awarded $39,550 to launch Ride Wisconsin Gravel – Northcentral Wisconsin Segment, a campaign that promotes the region’s 900+ miles of interconnected gravel routes spanning five counties.

Targeting cycling enthusiasts throughout the Midwest, the campaign, running May through August 2026, will include paid digital and CTV advertising, influencer outreach, signage, and event activations highlighting the area’s growing reputation as a hub for endurance and adventure cycling.

Feel free to contact us with questions and/or comments.