Featured leaders include Christopher Lofgren, CEO of Green Bay-based trucking giant Schneider National, and Louise Hemstead of Organic Valley, a cooperative of organic farmers in La Farge.

The 30-second spots will run for eight weeks in three television markets: Chicago; Rockford, Ill.; and the Minneapolis-St. Paul area. They will air on cable news channels CNN, CNBC and Fox News.

The ads will air during programs that target business leaders, including CNBC’s “Mad Money,” “The O’Reilly Factor” on Fox and CNN shows hosted by Anderson Cooper, Erin Burnett and Wolf Blitzer, at a total cost for production and airtime of $537,000, according to Kelly Lietz, WEDC’s vice president of marketing.

Lietz noted the campaign was a continuation of WEDC’s development in 2012 of the “In Wisconsin” brand now printed on all of its advertising and other communications. But one big difference is that this year’s campaign will be focused 75 percent outside the state, compared with 80 per cent in-state last year.