In 2009, the Wisconsin Tourism Federation’s biggest problem wasn’t finding a way to attract more people to Wisconsin (USA); it was the realization that its initials were now slang abbreviation for “What the F—?” The WTF from America’s Dairyland has been around since 1979, so it likely predates the internet meme WTF. The organization changed its name to the Tourism Federation of Wisconsin or TFW. Smart move TFW!
Lester Haines straight-faced reported in The Register (UK) The “lobbying coalition of trade and promotional associations” has now purged all reference to WTF from its website, and has revamped its brand frontage with an added “of” lending extra compression to the overall feel. Of course, the WTF TFW couldn’t have foreseen the ultimate unfortunate result of its name when it founded back in 1979″.
As Chris Matyszczyk said on C|net: WTF? Bloggers cause Wisconsin Tourism Federation to change name ” Sometimes, it’s hard to resist the relentless pressure of bloggers.
They make jokes about you. They spawn commenters who make even more jokes about you. Until you finally decide that your are the serf and the bloggerati and commenterati are your whip-wielding masters. So it has proved for the dedicated and passionately committed staff of the Wisconsin Tourism Federation. Since this Web thing has spread around the world like swine flu, more and more witty folks have made japes about the WTF being, well, you know, I mean, WTF!!!!
So, according to the Milwaukee Journal Sentinel, the organization sat down around a table–who knows, perhaps in the company of a psychiatrist–and decided to stop being the bloggers’ straight man. At the meeting, the group decided it will henceforth be known as the Tourism Federation of Wisconsin.