Explore the Longwoods Brand Health and Tourism Halo Effect for Green Bay

To better understand how Greater Green Bay is perceived by travelers—and how tourism marketing and major moments shape that perception—Discover Green Bay partnered with Longwoods International, a leading authority in destination research.

This page features the full presentation and recorded video from the Green Bay 2025 Brand Health Lite and Halo Research. The study measures advertising awareness, destination image, intent to visit, and how exposure to tourism marketing influences perceptions beyond leisure travel. The research also explores the “halo effect,” examining how tourism advertising and visitation impact views of Green Bay as a place to live, work, start a business, attend college, and retire. Insights from the 2025 NFL Draft are included, highlighting its influence on destination image and broader economic development perceptions across key Midwest markets.

Dig Deeper:

Watch the full presentation from Longwoods International and explore how data-driven tourism marketing strengthens Green Bay’s brand and economic future.