Block-oriented nonlinear models are appealing due to their simplicity and parsimony. Existing methods to identify the Wiener-Hammerstein model suffer from one or several drawbacks. This paper shows that it is possible to generate initial estimates in an alternative way. A fractional model parameterization is the key to the success of this approach. Advantages are that no more than two iterative optimizations are needed and that large model orders can be handled. As illustrated through a simulation example and experimental benchmark data, it gives superior initial estimates and comparable optimized results. (C) 2013 Elsevier Ltd. All rights reserved.