For a full dose of fun this winter, head north. The city of Superior has planted its flag on the season, declaring itself Wisconsin’s Winter Capital. The phrase is the product of a clever new branding campaign, and it makes a good argument. Superior has a big frozen heap of recreation options, and it’s an inviting destination for people seeking a fun Wisconsin winter escape.

Superior is a vibrant city located in northwestern Wisconsin, positioned along the western tip of Lake Superior, the largest of the Great Lakes.
Facebook / Mont du Lac Resort
The community is a playground for winter enthusiasts – the region gets a ton of snow every winter. For example in the 2022-23 season, it received nearly 70 inches!
Facebook / Mont du Lac Resort
In 2023, Superior made it official. Duluth-based Swim Creative, the city’s branding agency, trademarked the phrase “Wisconsin’s Winter Capital.”
Facebook / Gotta Be Superior

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The branding company previously trademarked the phrase “Really, Really, Really Fun” for the city and has been airing a series of quirky commercials that feature a guy in a brown suit having fun.
YouTube / Gotta Be Superior
In one spot, he races down a hill in a tube at the Mont du Lac Resort ski hill with a GoPro camera on his head.
It’s not just an ad campaign: There are plenty of fun things to do in Superior – there’s skiing and tubing, snowmobiling, ice skating, ice fishing, snowshoeing, and more.
Facebook / Mont du Lac Resort
It’s also a place to simply enjoy the beauty of the season – on days when the Wisconsin capital is brown as the snow tuber’s suit, Superior is a winter wonderland!
City of Superior

I love northern Wisconsin, and Superior is worth checking out – maybe you’ll even see that guy in the brown suit! Make your Superior travel plans on Booking.com. And if you’re interested in additional travel ideas, here are some more things to see and do in Wisconsin.

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Superior, WI, USA