Wisconsin’s “Heart of the Lakes”

“The World’s Most Concentrated Lake Region.”

“This section is still unspoiled by the march of civilization. The natural woods and clear, blue lakes with the timbered shore lines create in this entire area an illusion of primitive glory, the natural state which was found by the first White Men who visited it many years ago.” [Text on verso]

This charming tourist brochure emphasizes the myriad of outdoor recreational opportunities available in Wisconsin’s ‘Heart of the Lakes’ region in the northern part of the state. As far as I can tell, the area is an artificial construction organized around the town of Rhinelander, home of the Heart O’ The Lakes Association (the map’s publisher). Its claim to be the world’s most concentrated region of lakes is a bit suspect, but does make for some novel marketing material.

Photographs showing fishing, boating, camping, and more surround a simple map that emphasizes the primary transportation route to Wisconsin’s ‘heart. Only a handful of towns are labeled – primarily those with Heart O’ The Lakes Association information branches. A second map, titled ‘Principal Highways Leading to Wisconsin’s Famous Heart O’ The Lakes’ extends the geographical region to include seven states across the Midwest. Text on the back panel highlights a promotional gimmick in which a log cabin trailer was hauled to 11 different states, selling Wisconsin to the nation.