Wisconsin Tourism Awards Grant for IRONBULL’s Rib Mountain Trail Races
WAUSAU, Wis. – The Department of Tourism announced an $8,380 Joint Effort Marketing (JEM) grant to IRONBULL to generate awareness and drive interest in Rib Mountain Trail Races — the Wausau-based nonprofit’s recently rebranded trail running race in September.
The JEM grant will assist the organization in promoting and marketing its signature trail running race, formerly known as Ultra Trail. Now in its seventh year, Rib Mountain Trail Races attracts trail runners and ultra-marathoners locally, across Wisconsin and from other states. Competitors select from 15-kilometer, 25-kilometer and 50-kilometer course options that navigate Rib Mountain State Park.
“The Rib Mountain Trail Races show off the welcoming nature and world-class outdoor recreation Wisconsin is known for,” said Wisconsin Department of Tourism Secretary Anne Sayers. “IRONBULL puts on high-quality races with high-quality marketing to match. The JEM grant boosts their smart, strategic advertising to get more folks visiting the Wausau area and driving the local tourism economy.”
This year, IRONBULL is expanding digital marketing efforts, specifically aimed at attracting prospective competitors from the Chicago and Minneapolis media markets. The overall marketing strategy includes IRONBULL’s first use of video ads for the Rib Mountain Trail Races, as well as social media advertising, in-person promotion at similar events, flyers and print advertising, and more.
As a $25.8 billion industry in Wisconsin that supports 182,000 jobs, tourism is crucial to the state’s economic success. JEM grants are just one of the tools in the toolbox for the Department of Tourism to partner with organizations and nonprofits around the state who are using innovation and creativity to bring visitors and dollars to their community.
In fiscal year 2025, the Department funded 51 JEM projects, awarding $1.13 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75% of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining.
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About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.
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