Skift Take
Forget stereotypes about cheese and beer. Wisconsin believes that hosting Top Chef will translate into highlight the state's culinary offerings and boost tourism to the state.
Wisconsin has been trying to lure tourists with more than just cheese and beer in a national cable ad — the state's first — that plays off the reality show Top Chef.
“This is our biggest campaign to date,” said Anne Sayers, secretary of the Wisconsin Department of Tourism. “That's the first time in Wisconsin's history that we've had that kind of reach.”
Top Chef’s 21st season takes place in Wisconsin. The culinary competition's season consists of 14 episodes featuring local cuisines and ingredients and the state as a backdrop. “It's like a 14-episode infomercial for our state,” said Sayers.