Discover Mediaworks has deep roots in Wisconsin storytelling. It all began in 1987 with a simple but powerful idea: share the people, places, and culture that make Wisconsin unique. Founded by Dick Rose, the company originally launched as Discover Wisconsin Productions alongside the creation of Discover Wisconsin, the nation’s longest-running travel and tourism television series. What started as a regional TV show quickly grew into something much larger, gaining recognition for its authentic look at Wisconsin’s communities, attractions, and outdoor lifestyle.
In those early years, Discover Wisconsin helped shape how audiences saw the state. Each episode focused on real stories from small towns, outdoor adventures, and local traditions. Instead of chasing trends, the show leaned into authenticity. That approach connected with viewers and built a loyal audience that continues to grow today.
In 1994, the company faced a major turning point when founder Dick Rose passed away at the age of 52 after a battle with lung cancer. Following his passing, his children stepped in to continue the work he started. They carried the company forward under the name DWP, Inc., expanding its services beyond television into broader video production. This shift marked an important stage of growth as the company began working with a wider range of clients while still honoring its original mission.
By 2003, the company had evolved again and became Discover Mediaworks. It came under the ownership of Mark and Lisa Rose, the son and daughter-in-law of Dick and Lolly Rose. With their leadership, the company grew into a strategic marketing and production partner. The focus expanded beyond traditional broadcast work into multi-platform storytelling, commercial production, and creative marketing campaigns designed to help brands connect with their audiences in meaningful ways.
Today, Discover Mediaworks continues as a multi-generational company. The third generation, including Mark and Lisa’s children Dylan, Hunter, Hailey, and son-in-law Harmon, are now a part of the team as well. Together, they bring a mix of experience and fresh perspective to every project. The result is a company that continues to evolve while staying grounded in the values it was built on.
Mission Driven Storytelling with Purpose
At Discover Mediaworks, the mission is simple. Deliver strategic, research-driven marketing and production services that amplify each brand’s story.
That mission shows up in a few key ways. The team uses data to guide marketing decisions and better understand audiences. This helps shape campaigns that are not only creative but also effective. Visibility matters too, so content is built to reach people across multiple channels, including broadcast, streaming, and digital platforms.
Creativity is at the center of everything. Every project is designed to reflect a brand’s identity through strong visuals and authentic storytelling. The goal is not just to create content, but to create content that feels real and connects with people.
Engagement is another core focus. Discover Mediaworks helps brands grow through messaging that feels honest and relatable. Whether it is a statewide campaign or a national series, the goal is always to build a real connection with the audience.
The company also values impact. Success is measured by real results such as stronger brand awareness, increased engagement, and measurable growth. Experience plays a role as well, with decades of work and strong industry relationships helping guide every project from start to finish.
Signature Brands Within Discover Mediaworks
Discover Mediaworks is home to a portfolio of signature brands and productions that showcase its range across travel, documentary storytelling, outdoor adventure, and education.
Discover Wisconsin is the company’s foundation and the nation’s longest-running travel and tourism television series. Since 1987, it has highlighted destinations, communities, and stories across Wisconsin, reaching more than 20 million viewers annually through broadcast and digital platforms.
Uniquely Wisconsin is an Emmy® award-winning documentary series that debuted in 2022. It focuses on the untold stories of Wisconsin communities, highlighting local people, culture, and history with a deeper, more narrative-driven approach.
Boondock Nation expands the brand’s storytelling into high-adventure terrain, following professional snowmobiling across the backcountry of North America. The series captures the energy of winter exploration and outdoor lifestyle content.
Into the Outdoors is an Emmy® award-winning educational series designed to inspire curiosity in science and nature. It brings outdoor learning to kids in an engaging, accessible format and reaches audiences both nationally and internationally.
A Legacy That Continues to Grow
From a single travel show in 1987 to a full-service media and marketing company today, Discover Mediaworks has stayed true to its roots in storytelling. What has changed over time is the scale, the reach, and the tools used to tell those stories.
At its core, the company is still focused on the same goal it started with decades ago. Share meaningful stories that connect people to places, ideas, and each other.