Travel Superior is hoping to bring waves of visitors to Superior with its newest message to the Twin Cities.

The visitors bureau for Superior and Douglas County, is having a little fun at the Twin Cities’ expense with its “Instant Vacation: Just Add Water” campaign.

The campaign includes a splash of outdoor and newspaper advertising in the Twin Cities and extensive social media effort.

“Vacations are all about having fun, so why wouldn’t we also have fun with our promotional efforts?” said Taylor Pedersen, president of Travel Superior. “A great number of visitors to Superior and Douglas County come from the Twin Cities area, so we’re making comparisons they'll immediately recognize.”

The Twin Cities knows a thing or two about water, what with Minneapolis being the City of Lakes, St. Paul having 17 breweries and the Mighty Mississippi running between the two.

So why does Travel Superior, the visitors bureau for Superior and Douglas County, Wisconsin, think it can use “Instant Vacation: Just Add Water” as its summertime theme?

Let's put the answer in Twin Cities terms:

  • Lake Minnetonka is huge, covering 22.7 square miles. But when you just add water, the famous lake in northwest Wisconsin, Lake Superior, covers 31,700 square miles - 1,396 times the size of Lake Minnetonka.

  • Minnehaha Falls is beautiful at 53 feet, but the Midwest’s tallest waterfall is right in Douglas County’s Pattison Park. Big Manitou Falls is more than three times higher at 165 feet.

“It’s not always a matter of just adding water when comparing the Superior area to the Twin Cities,” Pederson said. “We also add to what’s on and around the water.”

A 16-foot is a good size for a boat on Lake Harriet. If you put 62 of those watercraft end to end, you’d be at the length of the 1,000-foot ships from around the world that glide past the Superior lighthouse into the Duluth-Superior Harbor.

“To be fair, there are instances where the Twin Cities and Superior tie,” Pedersen said. “Sunrises in both places take the same amount of time. The only difference is that here, the sun’s right outside your hotel window and rising out of Lake Superior. And that hotel is located just two-and-a-half hours up I-35.”

He added that Travel Superior is looking to build on tourism momentum that resulted in travelers to Douglas County spending $103.4 million in 2018, a 9.57 percent increase from the previous year. That’s a 14 percent increase since the Travel Superior rebranding effort was launched in 2017.

Additional information about lodging rates, whitewater kayaking, ATV trails, fishing and other activities can be found at or by calling 800-942-5313.